Is Paradigm Shift From Traditional Marketing Mix to Digital Marketing Mix Effects the Organizational Profitability in Ethiopia? A Multivariate Analysis

Abstract

In the case of Ethiopia, this research paper examines the effect of shift from traditional marketing mix to digital marketing mix on organizational profitability. Descriptive and explanatory study designs were chosen using a qualitative and quantitative research approach. In this study, the researcher selects 396 employees as responders out of 425 employees who have certificates or above in their academic achievements. 20 digital marketing specialists were interviewed to get deep inside of real paradigm shift. The researcher first utilized stratified sampling, then just random sampling. The analysis was carried out utilizing MAXQDA 2020, Meta Essentials and AMOS software and multivariate analysis. Forest plot, funnel plot, moderation analysis was employed by the researchers to check the effect size and publication bias of reviewed literature. The independent variables jointly explained majority of variance in profitability because of mediation of digital transformation. The findings are helpful in pinpointing the crucial elements of the marketing mix, and they will aid in creating a more effective marketing mix. Since the study was only conducted at water Companies in Ethiopia, it is clear from the findings section that the results may not apply to other countries' sides. Hence, future researchers should continue the research in various environments and different geographic places.