Digital Marketing and its Role in Improving the Organization's Mental Image A Field Study on the Yemeni Omani United Telecommunications Company (YOU)

Abstract

study aimed to determine the level of application of the Yemeni Omani United Telecommunications Company (YOU) of digital marketing dimensions and its role in improving the company's mental image among customers. The field study was applied to a sample of the company's customers in Taiz city. The study adopted the descriptive-analytical approach to test the study hypotheses. A questionnaire was used as a tool to collect data from a sample size of (300) individually. The sample members were randomly selected from the study population, which consisted of YOU company customers in Taiz city. The study arrived at several key results, most notably: Digital marketing with its dimensions (engagement, learning, retention) has a significant impact on improving and enhancing the mental image with its dimensions (cognitive, affective, behavioral), while the dimensions of (attraction, communication) do not affect its improvement and enhancement among YOU company customers. The dimensions of the company's mental image among customers are at a (Moderate) level, with the cognitive dimension ranking first, followed by the affective and behavioral dimensions, respectively, according to customer opinions. The study presented a set of recommendations, most notably: The need for the company - under studying - to focus on digital communication channels and invest in creating a type of active participation by the company's customers in its marketing decisions. Furthermore, the company should create loyalty among its customers and retain them through accurate and continuous updates to its website content and other digital platforms, and by implementing programs that contribute to increasing customer loyalty to it.