Browsing by Author "Kizza, Moses"

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    An Examination of Digital Marketing Effectiveness at Uganda Revenue Authority.
    (2023) Kizza, Moses
    The study was carried out to examine digital marketing effectiveness at Uganda Revenue Authority. The study mainly concentrated on the effectiveness of digital marketing practices at Uganda Revenue Authority, the challenges and strategies of improving digital marketing practices at Uganda Revenue Authority. The study adopted a cross-sectional design. Data was collected using the primary means by presenting questionnaires to 75 respondents for the study. Data was analyzed using the statistical package for social sciences (SPSS Version 23). A cross sectional design with a quantitative approach was adopted. Data was collected using questionnaires presented to 335 respondents and 274 were returned giving a response rate of 81.8%. Data was analyzed using the Statistical Package for Social Sciences Version 23. The study results indicated that Uganda Revenue Authority endeavors to put in place some digital marketing practices such as websites, social media marketing, email marketing, search engine optimization and mobile marketing. However, there are several challenges which may be affecting challenges of digital marketing practices like the complexity in implementing digital marketing practices and underlying processes, failure to recognize the target market, lack of sufficient infrastructure, high level of digital illiteracy among the clients, lack of awareness by clients regarding modes of digital platforms and lack of digital capabilities. Several strategies like putting in place proper digital culture, improving brand awareness throughout the regions in the country, putting in place big data analytics and internal capacity enhancement. The study recommends continuous strengthening of the existing digital marketing practices like websites, social media marketing, email marketing, search engine optimization and mobile marketing. Future scholars to look at digital marketing practices in other context like private firms, SMEs, other government entities, NGOs and manufacturing firms.