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

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