قدرات التسويق الإلكتروني: تطوير سلم قياس متعدد الأبعاد

E-Marketing Capabilities: Developing a Multidimensional Measurment Scale

Abstract

This study aims to propose a reliable measurement scale to the e-marketing capabilities by
employing capabilities theory, resources-based strategy theory and e-marketing components
approach. After using qualitative study through interviews and quantitative study through a largescale
survey, the study generates a valid and reliable items distributed over four dimensions of emarketing
capabilities: 1) Social media marketing capabilities/online advertising capabilities, 2)
Web presence capabilities, 3) mobile marketing capabilities, 4) E-mail marketing capabilities.