FACTORS INFLUENCING THE READINESS AND IMPLEMENTATION OF E-MARKETING IN COMPANIES IN THE REPUBLIC OF NORTH MACEDONIA

Abstract

In the context of today’s rapidly evolving marketing landscape, it is imperative for companies to remain proactive and respond effectively to the needs and interests of consumers. They must continuously adapt their strategies to the dynamic digital marketing arena to attract new customers and sustain their loyalty and support. The application of e-marketing offers an avenue for innovation, constantly generating new opportunities driven by the introduction of emerging technologies, modern business models, and cutting-edge communication approaches. This paper aims to identify the most influential factors that impact the capability and readiness for e-marketing implementation, as well as the key determinants that influence the actual application of e-marketing in companies within the Republic of North Macedonia. Moreover, the study explores the correlation between various segments (groups of factors) related to capability and readiness, and distinct segments associated with the practical application of e-marketing in the companies under investigation. The results of the correlation and regression analysis revealed a statistically significant and positive correlation between all latent variables and readiness, as well as between all latent variables and the actual application of e-marketing. Both correlation analyses confirmed the results obtained from the descriptive statistics concerning respondents' attitudes. A key focus of this analysis was determining the relationship between the latent variables of readiness and the actual implementation of e-marketing. A strong correlation was found between business and IT resources and the application of e-marketing. Conversely, there was a moderate correlation between human resources and the application of e-marketing. The summary correlation highlighted a strong relationship between readiness and the actual implementation of e-marketing in the examined companies, covering North Macedonia.