FACTORS AFFECTING DIGITAL MARKETING PRACTICES THE CASE OF TREKKER’S SPOT TOUR AND EVENT ORGANIZING COMPANY PLC

Abstract

This research examined factors affecting digital marketing practices: the case of trekker’s spot tour and event organizing company. As a response to the challenges of globalization, digital marketing emphasizes crucial qualities for businesses seeking efficiency and performance, and it is seen as an appealing alternative to traditional tactics. To achieve the objectives of this study explanatory research design was used. Data were collected through questionnaire from a sample of 384 customers that were selected using Convenience sampling method of Trekker’s Spot tour and event organizing company. 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 practices (brand awareness, eWOM and social media content marketing) have positive and significant relationship with digital marketing. The results also indicate that brand awareness, eWOM, and social media content marketing have positive and significant effect of lead generation on digital marketing. The aforementioned factors affecting digital marketing dimensions explained 69.7%.