Examining the integration of marketing campaigns and profitability in enterprises: An econometric analysis in business evaluation

Abstract

 This study examines the impact of marketing campaigns on company profitability in Uzbekistan using econometric models. The setting of Uzbekistan offers a unique vantage point given its rapidly changing marketing landscape and limited existing research. The importance of marketing to business growth and profit optimization cannot be understated. Accordingly, our study addresses this research gap by shedding light on how marketing efforts correlate with profitability in emerging economies. We employ an econometric model to tackle biases and endogeneity problems commonly found in non-experimental research designs. Specifically, a panel data model is utilized for the analysis, encompassing data from 150 Uzbek companies over a span of five years (2018-2023). Panel data models permit the study of changes over time and across entities, providing a more robust understanding of the dynamics involved. Firm profitability, the study's dependent variable, is measured using the net profit margin, an established indicator of business success.