A Study on the impact of digital marketing on export growth in Afghanistan - India

Abstract

The main purpose of marketing is to help companies increase their performance while putting their goods and services across from customers. Today's businesses compete intensely with each other in the order to expand and guarantee their long-term existence in the market. According to Ayyagari, Beck, and Demirgüç-(2007) study, the expansion of enterprises is crucial for every nation's economy as a whole, hence additional motivational factors must be taken into account to help firms expand. Clients' recruitment and retention are essential for many Afghan businesses that export goods to India because they are at this stage of their life cycles. As a result, to attract clients throughout India, including rural areas, businesses must have a clear marketing purpose and strategy in place. Afghan traders have always relied on word-of-mouth marketing to spread the word about their products and services. The paradigm of marketing has changed away from the provision of connectivity and toward the sale of commodities as digital marketing has gained prominence. Technological improvements, new marketing channels, and the ongoing change in the media environment have all contributed to this transformation (Bhattacharya and Bolton, 2000). The purpose of this study is to ascertain the effect of digital marketing on Afghanistan's export growth to India, we have created the simple linear regression model below to better understand how digital marketing affects export growth and sales, and Primary data for the study was acquired through a survey form made especially for it. Data on both the quantitative and qualitative levels were gathered using a semi-structured questionnaire the sample size was 60 traders.

Keywords: Digital marketing. Marketing strategy. Export growth rate. Increase sales. Company experience. Factors.