THE IMPACT OF INTERNAL AND EXTERNAL FACTORS ON THE EFFECTS OF COMPANIES FROM THE USE OF E-MARKETING

Janeska, Margarita and Markoski, Zarko (2018) THE IMPACT OF INTERNAL AND EXTERNAL FACTORS ON THE EFFECTS OF COMPANIES FROM THE USE OF E-MARKETING. In: IX. InternaƟonal Balkan and Near Eastern Social Sciences Congress Series - Edirne, 29-30, Edirne / Turkey.

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Abstract

E-marketing represents the use of information technology in the process of value creation and communication with consumers, thereby ensuring the management of customer relations in a way that contributes to companies and other stakeholders. The biggest benefit arising from the use of the Internet is a complete turning of attention to the user and his needs. Understanding the user and his needs and the quality representation of companies on the Internet is the only correct way of communication in the online environment. The presence of the user and companies on the Internet makes sense and success only if there is a well-thought-out marketing strategy for the internet, which will lead to constant communication of the companies with the potential, the existing and the future consumers and business partners, due to the improvement of the sale of the products and services. Every company, regardless of its size and business orientation, should strive to implement e-marketing in its marketing strategy. Evaluating the effectiveness of the use of e-marketing is determined by measuring the marketing performances that are key to the success of the company. Measuring the effects of implementing e-marketing is important and influences the trust that top management has in the employees in the marketing department and marketing programs. The future of e-marketing will depend on the effects that companies receive from its use and implementation, and this is determined by establishing precise metrics for what we want to measure. The subject of research in this scientific paper is to determine the effects that companies achieve from the introduction of e-marketing and the impact of internal and external factors on these effects. For the realization of this scientific paper descriptive research has been applied, a data collection technique is used using a structured unwashed questionnaire in which they are used, scales allowing the resident to express the intensity of their feelings and gain deeper knowledge. Descriptive research was conducted on a single basis on the territory of the Republic of Macedonia for a period of 6 months with a sampling method. The sample includes companies from different sectors of activity. In order to determine the overall impact of internal and external factors on the effects of the introduction of e-marketing is apply a multiple linear regression, a multiple correlation coefficient and a coefficient of determination are calculated and a "t-test" is implemented.

Item Type: Conference or Workshop Item (Paper)
Subjects: Scientific Fields (Frascati) > Social Sciences > Economics and Business
Divisions: Faculty of Economics
Depositing User: Mr Dimitar Risteski
Date Deposited: 07 Feb 2020 16:50
Last Modified: 07 Feb 2020 16:50
URI: http://eprints.uklo.edu.mk/id/eprint/2600

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