Empirical Analysis of Digital Marketing Implementation in Service Sector: Perceptions, Social Media Impact Western Balkans

Figures & Tables

Case Processing Summary
	Cases
	Valid		Missing		Total
	N	Percent	N	Percent	N	Percent
3. How often do you use social media to promote your services? * 6. How much impact does digital marketing have on customer growth?	101	100%	0	0.0%	101	100%

Reliability Statistics
Cronbach's Alpha	Cronbach's Alpha Based on Standardised Items	N of Items
0.855	0.799	6

*3. How often do you use social media to promote your services? 6. How much impact does digital marketing have on customer growth? Cross tabulation**
			6. How much impact does digital marketing have on customer growth?		Total
			3.0	4.0	Total
3. How often do you use social media to promote your services?	1.0	Count	1	62	63
	1.0	Expected Count	3.1	59.9	63.0
	2.0	Count	2	21	23
	2.0	Expected Count	1.1	21.9	23.0
	3.0	Count	0	6	6
	3.0	Expected Count	0.3	5.7	6.0
	4.0	Count	2	7	9
	4.0	Expected Count	0.4	8.6	9.0
Total		Count	5	96	101
Total		Expected Count	5.0	96.0	101.0

Inter-Item Correlation Matrix
	5. How do you rate the effectiveness of digital marketing in growing your services compared to traditional marketing?	6. How much impact does digital marketing have on customer growth?	14. How satisfied are you with the return on investment (ROI) from the digital marketing campaigns you have implemented so far?	15. How effective do you think digital marketing is in meeting your business goals?	16. How important do you think the presence of digital marketing is for the success of a business in the service sector?	18. On a scale of 1 to 5, how much impact does digital marketing have on customer growth?
5. How do you rate the effectiveness of digital marketing in growing your services compared to traditional marketing?	1.00	0.45	0.50	0.55	0.40	0.48
6. How much impact does digital marketing have on customer growth?	0.45	1.00	0.35	0.50	0.38	0.60
14. How satisfied are you with the return on investment (ROI) from the digital marketing campaigns you have implemented so far?	0.50	0.35	1.00	0.65	0.42	0.40
15. How effective do you think digital marketing is in meeting your business goals?	0.55	0.50	0.65	1.00	0.45	0.50
16. How important do you think the presence of digital marketing is for the success of a business in the service sector?	0.40	0.38	0.42	0.45	1.00	0.48
18. On a scale of 1 to 5, how much impact does digital marketing have on customer growth?	0.48	0.60	0.40	0.50	0.48	1.00

ANOVA
		Sum of Squares	df	Mean Square	F	Sig.
1. Do you have a defined digital marketing strategy in your company?	Between Groups	0.371	3	0.124	0.915	0.437
	Within Groups	13.095	97	0.135
	Total	13.465	100
5. How do you rate the effectiveness of digital marketing in growing your services compared to traditional marketing?	Between Groups	1.079	3	0.360	0.273	0.845
	Within Groups	127.911	97	1.319
	Total	128.990	100
6. How much impact does digital marketing have on customer growth?	Between Groups	0.015	3	0.005	0.105	0.957
	Within Groups	4.737	97	0.049
	Total	4.752	100
15. How effective do you think digital marketing is in meeting your business goals?	Between Groups	0.062	3	0.021	0.360	0.782
	Within Groups	5.581	97	0.058
	Total	5.644	100
14. How satisfied are you with the return on investment (ROI) from the digital marketing campaigns you have implemented so far?	Between Groups	0.062	3	0.021	0.360	0.782
	Within Groups	5.581	97	0.058
	Total	5.644	100
16. How important do you think the presence of digital marketing is for the success of a business in the service sector?	Between Groups	0.292	3	0.097	0.628	0.599
	Within Groups	15.035	97	0.155
	Total	15.327	100
18. On a scale of 1 to 5, how much impact does digital marketing have on customer growth?	Between Groups	0.101	3	0.034	0.195	0.900
	Within Groups	16.691	97	0.172
	Total	16.792	100

Chi-Square Tests
	Value	df	Asymptotic Significance (2-sided)
Pearson Chi-Square	8.218^a	3	0.042
Likelihood Ratio	6.410	3	0.09
Linear-by-Linear Association	5.688	1	0.017
N of Valid Cases	101