The Impact of Digital Marketing on Banking Industry

Abstract

This study is conducted to identify the impact of digital marketing on financial performance of banking industry in Pakistan. This study has considered digital marketing as independent variable. Whereas, financial performance is considered as dependent variable. In this research, banking industry of Pakistan is considered to testify the relationship between digital marketing and financial performance. To prove this relationship, a survey has been conducted through a structured questionnaire regarding this literature, in which employees associated with the banking industry of Pakistan have been requested to share their experiences regarding digital marketing and its impact on financial performance. Then, to identify the results on data gathered through the responses by the respondents, statistical instruments have been used. Several statistical instruments used in this study includes descriptive frequencies, reliability, correlation, regression, ANOVA, and coefficients to conduct the analysis within this study. Results of the statistical instruments have shown that there exists a significant relationship between digital marketing and financial performance within banking industry of Pakistan. Conclusively, it can be said that digital marketing has a significant positive impact on the financial performance of banking industry in Pakistan.