MOVING TOWARDS DIGITALIZATION: UNVEILING CHALLENGES AND PROSPECTS OF E-MARKETING IN LEAST DEVELOPED ECONOMIES – THE CASE OF YEMEN

This study aims to shed light on the challenges and potential opportunities for e-marketing in developing economies with particular reference Yemen. Secondary data from relevant reports, research papers, books, other Internet resources is used study. The current indicated that Yemen confronts several challenges, including poor communication infrastructure, lack of knowledge, limited social media users, an unstable power supply, trust, government incentives. However, there are prospects thrive Yemen, such as growing youthful population, rise mobile phone introduction 4G technology. suggests investing increasing digital literacy, resolving security concerns, active collaboration among businesses, entities, stakeholders. Implementing these suggestions can improve effectiveness contribute country's economic growth.