MJAMR

Advertisement On Organizational Profitability. A case Of Harris International Ltd, Kampala

Kato Kenneddy, Zikusooka Enock


Abstract

This study focused on Advertising and organizational profitability of Harris international ltd. In this study advertising (measured by e-mail marketing, social media marketing and mobile marketing) was the independent variable and organizational profitability (measured by psychological factors, social factors and economic factors) was the dependent variable. Primary data and secondary data sources were used. Quantitative methods were used to collect and analyze the data. The study objectives included: To analyze the relationship between e-mail marketing and organizational profitability; To examine the relationship between social media marketing and organizational profitability; To assess the relationship between mobile marketing and organizational profitability. The quantitative methods like questionnaires were used. The research findings shown by correlation analysis generally indicated that there was a significant positive relationship between the advertising measures (e-mail marketing, social media marketing and mobile marketing) and the organizational profitability (r>.7; p=.000 in all cases). Regression models also indicated that all the three factors of the independent variable were a better predictor of the variation in the organizational profitability (dependent variable). Social media marketing was the most significant predictor of the variation in organizational profitability, followed by mobile marketing. The researcher recommended further research into other factors that affect organizational profitability of Harris International ltd since the regression analysis indicated that only 87.6% variation in the organizational profitability was accounted for by the independent variable.

Keywords

Advertisement Organizational and Profitability
Metropolitan Journal of Academic Multidisciplinary Research

Cite This Article

Kato Kenneddy & Zikusooka Enock (2024). Advertisement On Organizational Profitability. A case Of Harris International Ltd, Kampala. Metropolitan Journal of Academic Multidisciplinary Research, 3(5). https://journals.miu.ac.ug/pages/article.php?article_id=1439

More in This Issue

View full issue →
6
Budgetary Control And Organizational Growth In Uganda. A Case Study Of Kyegegwa District Local Government
Alinde Daglas, Sekiswa Peter
Budgetary Control Organizational and Growth
7
Cash Management And Financial Performance Of Small Business Enterprises In Arua Main Market Case Study: Arua Central Division
Kitakufe Takiu, Mutesi Catherine
Cash Management Financial Performance and Small Business Enterprises
8
Corporate Social Responsibility (CSR) And Its Impact On Organizational Performance In Uganda. A Case Of Total Energies Kampala.
Najuna Joab, Magala Muhammed
Corporate Social Responsibility Organizational and Performance
9
Credit Crunch And The Development Of Small And Medium Sized Enterprises In Uganda: A Case Of Housing Finance Bank Limited
Mpanga Isaac, Kamugisha Stanley
Credit Crunch Development Small And Medium Sized Enterprises
10
Credit Management And It’s Impact On Financial Performance Of An Organisation, A Case Study Of Centenary Bank Gulu Branch
Nakanwagi Hildah, Kabanda Richard
Loan portfolio performance credit recovery Procedures Commercial Banks credit appraisal Practices