The impact of digital marketing on the performance of firms in Tunisia

Abstract

The objective of this study is to examine digital marketing in Tunisia and its benefits as a business model used by Tunisian businesses and to determine the influence of digital transformation on the performance of firms in Tunisia. In addition, the objective of our empirical survey is to define the capacities and skills essential to the success of a digital transformation. The study focused on: (1) establishing the extent to which digital marketing has been adopted by firms in Tunisia and (2) determining the influence of digital transformation on the open innovation performance of Tunisian firms. The result of the integration of technological power into the management of enterprises gives rise to a digitalisation that disrupts marketing strategies, significantly contributing to the creation of new business models. The results revealed that the use of digital marketing is significantly linked to three open innovation performance metrics: increased revenue, acquisition of new customers and retention of existing customers. This open innovation performance also has a positive and significant relationship with the use of digital channels by customers, showing that customers using digital channels in their purchasing process will tend to buy, consume and be more loyal than customers using the classic channels.