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Research Article

EEO. 2021; 20(3): 2647-2668

The Impact Of E-Marketing On Achieving Sustainable Competitive Advantage Among Libraries: A Case Study On Ithraa Public Library In Dammam- KSA

Ahmed Fazwy Dahy Gaber,Hayam Abdulrady Abuelmagd,Aliaa Ibrahim Ahmed.


The study aimed to demonstrate the impact of e-marketing to achieve a sustainable competitive advantage among libraries. The researchers followed the case study approach, where the questionnaire was used to collect primary data from the study population, which consisted of a segment of the beneficiaries who had previously obtained services from the Ithra library, and the study sample amounted to 506 beneficiaries. The questionnaire was unloaded and analyzed using statistical tests to reach valuable evidence and indicators that support the subject of the study.
The study reached several important results, the most prominent of which were: The library is characterized by the presence of a distinguished website that does not have any breakdowns and is responsive to all the needs of the beneficiaries, where there is confirmation from the study sample about that at a rate of 70.6%. The Ithra Library is also working to publish all its services and events that will be held and to clarify all appointments through its accounts on social networking sites which confirmed by 81.6% of beneficiaries.
Considering the results of the study, the researcher proposes several recommendations as follows: Strengthening electronic means and various creative ideas that contribute to increasing the beneficiaries' sense of the pleasure of electronic communication with the library. It also clarifies the library's policies, including security and privacy factors.

Key words: Marketing- sustainability- competitive advantage- libraries

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