FACTORS AFFECTING THE DIGITAL MARKETING PRACTICES THE CASE OF INFO MIND SOLUTIONS PLC

Abstract

This research examined the factors affecting the digital marketing practices the case of Info Mind Solutions PLC. To achieve the objectives of this study explanatory research design was used. Data was collected through questionnaire from a sample of 384 customers that were selected using Convenience sampling method and interview for the managers of Info Mind Solutions PLC. The data collected from the questionnaire were analyzed using descriptive statistics mean, standard deviation, correlation, and multiple regression analysis. The results of this study indicate that, factors affecting digital marketing practice dimensions (brand awareness, search engine optimization, paid search engine marketing, and email marketing) have positive and significant relationship with digital marketing. The results also indicate that, unlike brand awareness, the three factors of digital marketing dimensions (search engine optimization, paid search engine marketing, and email marketing) have positive and significant effect on digital marketing. The aforementioned factors of digital marketing dimensions significantly contribute 69.7% of the variance to digital marketing. Based on the findings of the study, the researcher forwards the organization should start analyzing brand awareness. Finally, Info Mind Solutions PLC has to reassess its digital marketing as much as possible set SMARTER objectives.