THE ROLE OF E-MARKETING COSTS IN MAXIMIZING COOPERATE PROFITS

Abstract

The 21st century is characterized by globalization which makes businesses operate in a highly competitive environment. Such an environment obliges individuals and businesses to be competent and step out of the traditional way of doing things to thrive or even survive. In this matter, businesses are forced to utilize digital technologies to ensure being successful and gaining competitive advantage. This change show themselves in the new ways we do this, for instance, marketing which is crucial for any type of business has totally changed. In the past, businesses were relying on communication channels like TV, radio , magazines etc. to market their products and services. However, nowadays business can’t even barely survive if it doesn't adopt E-marketing which is utilizing internet besides digital tools to market businesses. However, business owners must be aware of the E-marketing costs which is the quantity of money in exchange of e-marketing such as ads. As cost is an important factor to be considered while thinking about gaining profit which is the financial gain from any business activity. In this matter, it becomes important to examine what role do e-marketing costs play in maximizing the corporate profits. This thesis aimed to examine this role. The study was conducted on foreign employees in public services companies. The results indicated that e-marketing budget is positively correlated to maximizing profit