The Effect of Web Design Elements in Digital Marketing on Supply Chain Management Profit under Cooperative Advertisement
The Effect of Web Design Elements in Digital Marketing on Supply Chain Management Profit under Cooperative Advertisement
Muhammad Jalees
ABSTRACT
E-marketing practices in the businesses have strengthened supply chain management (SCM) and providing a competitive advantage over their rivals. Companies tend to look into smart technologies to convince their customers/consumers for selling their items. Electronic marketing is an integral part of SCM to attract consumers around the globe, which may extend to the next level when the incorporation strategy between the supply chain partners starts to exist. This study helps to analyze the relationship between SCM profitability, design elements, and the moderating effect of collaborative advertising on its association. The survey-based methodology was used for the collection of data from the Telecom industry in Islamabad and Rawalpindi. 250 valid questionnaires was collected from different telecom industries. Data were analyzed using the Cronbach alpha reliability technique with the help of Statistical Package for Social Sciences (SPSS) version 23.0. Regression has been conducted to test the hypothesis. The result of the study confirms a significant relationship exists between the variables, while the search engine optimization shows an insignificant impact on SCM profit. With the use of digital medium, the telecom industry in Pakistan can utilize its website platform to attract the customer’s demand and its supply chain revenue to achieve a competitive advantage.
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