The impact of internet marketing on business profitability

ISBN-13: 9783659662270 / Angielski / Miękka / 2015 / 208 str.

Matikiti Rosemary;Afolabi Bola;Smith Wilhelmina

Opis

The work is basically on the usage of internet marketing in the hospitality sector. The work examines how the use of internet marketing can enhance business profitability and how a moderating variable (experience) can affect the relationship between internet marketing usage and business profitability.Business profitability was measured using four variables which are sales volume,profit margin,operating cost and return on equity. The results of the study shows that internet marketing usage affects the level of sales volume, profit margin and return on equity. The usage of internet marketing in the hospitality sector is influenced by factors such as level of star grading, managerial support,technological competence and existence of alliances. Experience in using internet marketing has a moderating effect on the relationship between internet marketing usage and business profitability.

O autorze

I was born in 1980 in Zimbabwe and I attended high school education in Zimbabwe. The author obtained a first degree in Tourism and hospitality Management in Zimbabwe at Chinhoyi University of Technology and a master of commerce degree as well a PhD in Tourism Management in South Africa at Fort hare University and North-west University respectively