Utilizing E-Marketing Techniques to Enhance Public Relations Strategies: Empirical Study on Amazon Employees
Keywords:
Public Relations, Amazon, E-Marketing, Marketing Strategies, Marketing TechniquesAbstract
This research aims to study how e-marketing techniques can be used to enhance public relations strategies, in light of the digital revolution that has changed the concepts of commerce and marketing. The research seeks to bridge the knowledge gap resulting from the scarcity of studies linking e-marketing and public relations strategies, with a focus on the application of these strategies at Amazon. The central question of the study is: What is the most important e-marketing techniques that can be used to enhance public relations strategies? The research followed the descriptive analytical approach, as data was collected from 300 Amazon employees using the research tool, which was an electronic questionnaire, and the data was analyzed using SPSS. The statistical analysis tools also included Cronbach's alpha coefficient, Pearson's correlation coefficient, ratios and frequencies, arithmetic mean and standard deviation, and simple linear regression equation. The results showed that e-marketing techniques such as social networking sites, website services, and email services have a significant impact on the effectiveness of public relations strategies at Amazon. It was found that these technologies help improve communication with the target audience, and enhance the company's image and reputation in the market. In the end, several recommendations were presented to companies to improve public relations strategies using e-marketing techniques. The recommendations included working on developing integrated e-marketing strategies, in addition to using digital analytics to evaluate the effectiveness of marketing campaigns, and adapting to ongoing technological changes to improve communication with the public and enhance brand loyalty.
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