Impact of Digital Advertising Strategies on the Competitive Advantage of SMEs in KSA

Abstract

The aim of the study was to identify effective communication strategies in digital advertising for SME’s in Saudi Arabia. The study analyzed the relationship between these strategies and competitive advantage using the content analysis method. The study population was represented by all digital advertisements implemented by SMEs in the Kingdom through social media platforms such as Snapchat, Instagram, and X during 2022. A total of 600 digital advertisements were analyzed. It was found that 7 communication strategies were applied in the digital advertising message at a moderate level, including motivation, brand personality, prosecution, innovative promise, as well as simulation, initiative, and priority. The study also found that only 6 strategies affect competitive advantage, except for the motivation strategy. There was a positive correlation between communication strategies, cost and differentiation elements only. The study showed a moderate impact of communication strategies on competitive advantage. Finally, the study provided some important recommendations to help SMEs activate communication strategies based on digital advertising in the kingdom.