Digital Transformation And Change Management Towards E-Marketing Strategies In The Context Of The COVID 19 Pandemic

Abstract

The research aims to identify the impact of change management and digital transformation on e-marketing strategies in light of the Covid-19 pandemic. The research used inferential structural analysis to test hypotheses that included seven hypotheses, three for correlations, three for influence, and one for path analysis that explains the mediating relationship. Data was collected through an electronic questionnaire for a sample of employees in 8 digital companies, numbering 81 employees. The research used a set of statistical tools such as factor analysis, structural modeling, correlation and regression analysis, and path analysis. The research reached a set of conclusions, the most important of which is that the mediating effect of digital transformation increased the impact of change management on the electronic marketing strategies that organizations followed in light of the Corona pandemic.