Customer perceptions regarding the role of digital marketing in building competitive advantage.

Abstract

The study aimed to investigate the usage of digital marketing tools (email, social 
media, mobile applications, internet advertisements) in Saudi entertainment products 
from customers' perspectives, assess the competitive advantage level of Saudi 
entertainment products from customers' viewpoints, and examine the impact of digital 
marketing on building the competitive advantage of Saudi entertainment products. The 
study employed a descriptive analytical approach, with a questionnaire used to collect 
data from a sample of 75 individuals selected conveniently electronically. The findings 
indicated that the use of digital marketing tools by Saudi entertainment product 
companies was highly regarded by consumers, and the competitive advantage of 
 
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these companies was also perceived as high by consumers. Statistically significant 
effects were found at a 0.05 significance level for digital marketing in building the 
competitive advantage of Saudi entertainment products. However, email marketing and 
social media networks did not show statistically significant effects at the 0.05 level in 
building the competitive advantage of Saudi entertainment products. Conversely, 
mobile applications and internet advertisements demonstrated statistically significant 
effects at the 0.05 level in building the competitive advantage of Saudi entertainment 
products. The study provided recommendations to assist entertainment product 
companies in enhancing and developing their use of digital marketing tools to build 
competitive advantage. Key terms: Digital marketing, Competitive advantage, 
Entertainment products.