Electronic Marketing Impact On Mitigating Crises: A Case Study Of Saudi Savola Company Imam Mohammed Ibn Saud Islamic University (Imsiu)

Abstract

This study aimed at understanding the nuances and preferences related to electronic marketing (e-marketing) in the modern business landscape, with a particular focus on Saudi Arabia's Savola company. Utilizing a purposive sampling approach, 300 individuals, mainly from marketing departments, participated in the survey. A significant 69.3% of participants cited e-marketing websites as their preferred shopping platforms, indicating a substantial inclination towards e-marketing. Trust in e-marketing platforms was underscored, with 48.7% of respondents expressing confidence in their security frameworks. Moreover, the research highlighted an increase in online shoppin[1]g during unexpected events, such as the COVID-19 pandemic, showcasing e-marketing's resilience during crises. The emphasis on continuous training was also evident, as 44% of participants recognized its importance in enhancing individual skills and broader societal benefits. In assessing the impact on Savola's market position within Saudi Arabia, the study found a significant association between online marketing and effective crisis management. Specifically, e-marketing proved instrumental in alleviating various crises through the application of modern marketing tools. The primary findings reaffirmed the linkage between e-marketing approaches and crisis management strategies. Based on these insights, the study proposes several recommendations. Key among these is the seamless incorporation of e-marketing into modern business paradigms, coupled with a focus on bolstering cyber security measures. The findings further accentuate the criticality of perpetual employee up skilling in today's rapidly evolving digital domain. Additionally, firms, including Savola, are advised to emphasize flexibility in their strategies to prepare for unforeseeable global challenges and to prioritize consumer feedback to refine their e-marketing initiatives.