بيانات الباحث
Assistant Professor of Marketing, College of Business, Rabigh Branch, King Abdulaziz University, Kingdom of Saudi Arabia
ملخص البحث
The unprecedented growth of the Internet digital revolution has led to changes in the marketing environment forcing marketers to rethink almost everything they do. The internet is actually a hybrid of media; it is a communications medium, allowing companies to create awareness, provide information, and influence attitudes, as well as pursue other communications objectives. The goal of this study is to build a conceptual framework for understanding the role of digital marketing as a communication tool to provide information, where interactive media allow for a back-and-forth flow of information whereby users can participate in and modify the form and content of the information they receive in real-time. More specifically, the framework focuses on two general dimensions suggested by previous research as significant drivers of online information: time, and content. it relies on literature that seeks to understand how the developments in digital marketing help provide information by reshaping the process of the speed of acquiring the information and the convenience of acquiring the information. Through a multidisciplinary framework, it proposes a more nuanced picture of the relationship between digital marketing and achieving high-level information communication, along with its implications for future studies in this area.