Assessing the influence of digital marketing on financial Performance from the telecommunication industry

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F25%3A63596238" target="_blank" >RIV/70883521:28120/25:63596238 - isvavai.cz</a>

Result on the web

<a href="http://dx.doi.org/10.34190/ecrm.24.1.3644" target="_blank" >http://dx.doi.org/10.34190/ecrm.24.1.3644</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.34190/ecrm.24.1.3644" target="_blank" >10.34190/ecrm.24.1.3644</a>

Result language

angličtina

Original language name

Assessing the influence of digital marketing on financial Performance from the telecommunication industry

Original language description

MTN Ghana is a dominant player in the Ghanaian telecommunications industry and understanding how they can leverage digital marketing to improve their financial performance is crucial for their continued success. The digital landscape in Ghana is rapidly evolving, and effective digital marketing strategies are becoming increasingly important for businesses of all sizes. This research delves into the digital marketing strategies and financial performance of MTN Ghana, a leading telecommunications provider. The research aimed to assess MTN Ghana current approach to digital marketing (social media marketing, email marketing, mobile marketing, and online marketing), evaluate its financial health, and explore the potential affiliation between these two aspects. A questionnaire of 285 was distributed to all employees of MTN Ghana across the country. The data was clean and edited with missing value and the final questionnaire accounted for 213 (74.7) participants. To achieve the research objectives, four hypothesis was developed coving all the digital marketing strategies and financial performance of MTN Ghana. The robust Smart PLS 3 was employed to analysis the developed hypothesis. The results demonstrated that digital marketing strategies had a significant favourable affiliation with financial performance. However, the association was strong in social media marking, email marketing, online marketing, and mobile marketing respectively. The findings contributed to the debate on the influence of digital marketing on the financial performance of enterprise. While admitting significant study constraints, this analysis provides valuable insight into MNT Ghana&apos;s digital landscape and financial progress, highlighting the need for a well-rounded marketing plan that makes efficient use of digital platforms. This investigation suggests to managers, policy makers, and governments to make sound decisions concerning digital marketing.

Czech name

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Czech description

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Type

D - Article in proceedings

CEP classification

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OECD FORD branch

50204 - Business and management

Project

—

Continuities

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Publication year

2025

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection

Proceedings of the 24th European Conference on Research Methodology for Business and Management Studies

ISBN

978-1-917204-42-2

ISSN

2049-0968

e-ISSN

2049-0976

Number of pages

9

Pages from-to

177-185

Publisher name

Academic Conferences and Publishing International Limited

Place of publication

Reading

Event location

Londonderry

Event date

Jun 19, 2025

Type of event by nationality

EUR - Evropská akce

UT code for WoS article

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