The Strategic Role of Digital Marketing in Enhancing Organizational Resilience of Palestinian Local Authorities

Among the administrative concepts that have emerged is the concept of organizational immunity, as it is considered one of the topics that have received attention and research from various disciplines and scientific branches by researchers and scientists, and organizational immunity is the system of self-regulation, and the ability to identify and remove intruders inside and outside the organization so that the organization enjoys health in a very dangerous environment, and there have been many writings and contributions that have addressed the topic of organizational immunity by research and study, and their agreement on the importance of organizational immunity as an essential fulcrum in the theories of organization, and the need for both society, management, researchers, businessmen, individuals and others to identify the degree of immunity of organizations, which prompted administrative organizations of various types to search for the best ways to improve their efficiency and increase their competitiveness as best as possible and provide the maximum outputs they can in light of the resources and capabilities available to them that constitute their inputs that they derive from the surrounding environment.This is what is called the concept of organizational immunity.It also motivates employees and urges them to exert the utmost effort they can to achieve the organization's goals (Alwan & Taleb, 2014). Second: Problem and Questions of the StudyBy referring to previous studies -the subject of the study -and making a comparison with them, the researcher found several studies and reports, including.The Business Development Center study report (2020) indicated that Palestinian municipalities face many challenges in using e-marketing, such as: Lack of financial and human resources, poor infrastructure, and lack of skills among employees.The report provided some solutions to overcome these challenges, such as providing staff training, improving infrastructure, and allocating sufficient budget for e-marketing activities.The report recommended that Palestinian municipalities should develop their own e-marketing strategies and use e-marketing tools effectively to improve communication with the public and provide better services.Through a review of previous studies on the topic of organizational resilience, the report (Business Development Center, 2021) entitled "Organizational Resilience in Local Government Municipalities in Palestine: Challenges and Solutions" found that local government municipalities in Palestine face many challenges in enhancing organizational resilience, such as: Lack of financial and human resources, poor infrastructure, and lack of skills among employees.The report provided some solutions to overcome these challenges, such as: Providing staff training, improving infrastructure, allocating sufficient budget for organizational resilience activities, and the need for local government municipalities in Palestine to develop their own organizational resilience strategies and effectively use organizational resilience tools to improve their ability to adapt to changes and challenges.