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

Abstract

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'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.