The Impact of Digital marketing and Digital Procurement on Operations Performance

The use of digital marketing by entrepreneurs to connect with consumers and a wide audience is not new in this technological era. Examples include attracting clients through email, content marketing, search engines, social media, and many more channels. Utilizing digital marketing is a vital approach that businesses may utilize to preserve and survive their enterprise. By utilizing this marketing tactic, business owners can cut operating costs while also indirectly increasing their company’s profit. However, after a deep review regarding digital marketing and digital procurement and their impact on operations performance highlighted the key factors that shows significant impact theoretically and empirically. A quantitative technique used to analyze proposed model. Valid data of 188 employees working in food manufacturing firms located in Dubai UAE, has used to determine the variables. SmartPLS used to evaluate model validity, correlation and hypothesis testing. Moreover, a positive significant relationship revealed among each variable. The food manufacturing companies can get benefit from current research to distinguish the key areas to be focused to keep outstanding operations performance of the organization.