Impact of E-Marketing in the Telecom Industry a Study on Robi Axiata LTD

Presented by Mahbub Zaman Ashrafi, ID No. 2009-1-10-106 1

Impact of E-Marketing in the Telecom Industry: A Study

on Robi Axiata LTD.


Impact of E-Marketing in the Telecom Industry: A Study

on Robi Axiata LTD.

Prepared by: Name: Mahbub Zaman Ashrafi

ID : 2009-1-10-106

Program: BBA

Prepared For Mr. Mahmud Zubayer

Project Supervisor

Assistant Professor

Business Administration

Date: 17 August 2013

Department of Business Administration

East West University


August 17, 2013

Mahmud Zubayer

Assistant Professor,

Dept. of Business Administration

East West University

Subject: Submission of Project Report.

Dear Sir:

With great pleasure I submit this Project Report that you have assigned to me as an important

requirement of BBA program at East West University. I have found the study to be quite

interesting, beneficial and knowledgeable. I have tried my best to prepare an effective &

creditable report

This report is about the impact of e-marketing on Robi and overall analysis on telecom

industry.

In this report I have tried to find out the impact that e-marketing play on for Robi. I have

also tried to find out the overall scenario of e-marketing on telecom industry. Customer

preference, effectiveness of e-marketing of Robi and effect of social media on Robi was the

key discussion issue. This project work really helped me enrich myself.

I appreciate having this report. I really enjoyed myself while doing this report. I also want to

thank you for your support and patience.

Yours sincerely,

Mahbub Zaman Ashrafi

2009-1-10-106


Acknowledgement

I would like to express my gratitude to all the people that were involved both directly

and indirectly in the preparation of this report. I apologize to the people that I have not

mentioned, and their contribution is highly appreciated by me.

At first, I would like to thank my academic instructor Mr.Mahmud Zubayer, Assistant

Professor, Dept. of Business Administration at East West University – for guiding me and for

giving me the opportunity to initiate this report. More specifically, I would like to thank him

for imparting his time and wisdom.

I would also like to thank Mr.Iftekhairul Alam, Graduating Teaching Assistant, East West

University – for his valuable suggestions, all the guidelines and most importantly for being

penitence.

I thank Mr. Wasif Khan, Specialist, Social Media Content Management & Tanmoy from Robi

Axiata LTD. for providing me insightful information on Robi Axiata LTD. while preparing this

report.

I would also like to thank all the respondents, authors of websites, articles, books that help

me prepare this report.

I hope that this report and experience that I have gained will help me in coming days.


Table of contents

Name Page No.

Introduction 4

Chapter 1: Objective of the Research 5

Chapter 2: Hypothesis Development 6

Chapter 3: Methodology 7

Chapter 4: Scope & Limitation 9

Chapter 5: Main Report 10

Chapter 6: Analysis of Primary Data 15

Chapter 7: Findings on Primary Data 27

Chapter 8: Findings on Secondary Data 28

Chapter 9: Recommendation 29

10. Further Research 31

11. Conclusion 32

Reference 33

Appendix 35


Abstract

Marketing a product is as important as producing it. Now a day’s customer don’t only satisfied

with good quality or longer lasting product they want a better brand. It’s become more

realistic when the product is technology oriented. So the importance of marketing a product

properly increased dramatically. So do the way marketer market their product. Increase use

of technology led us to e-marketing. Mobile industry is in the core of technology oriented

product. Marketing such product through e-marketing become inevitable. Impact of e-

marketing in Robi Axiata LTD. is getting bigger. This research concluded that e-marketing is

preferred among mobile users. They prefer interactive communication in web sphere. Mobile

user think that social media is a better way to reach them. And Robi is conducting their e-

marketing activity effectively. However Robi should concentrate on customize e-marketing

rather than generic. Also this research concluded some recommendations. This research tried

to accumulate whether customers prefer e-marketing, its effectiveness & role of social media

into a Robi’s marketing activity which together create impact on e-marketing of Robi. This

research solely based on only regular user of Robi Axiata LTD. also this research is based on

convenient sampling. So there are opportunity for further research on larger population or

based on total industry. Apart from mentioned topics there are possibilities of including

different topics that work as a force of impact.


Introduction

The way world communicate is changing fast. We connect through internet, cellphone &

various digital media now days. But the scenario was not the same few years back. As the

way we like to communicate is changing, so do the way marketers promote their product.

Ultimately the marketers have no option but to change the way the market the product

(Cooperstein, 2012). On the other hand as a company belongs on telecommunication Robi

should enjoy an advantage on this changing situation of marketing. They supposed to depend

more on these changed marketing activity because it’s there area of expertise and possibility

that their customers prefer e-marketing is greater.

This research is conducted in order to understand the impact e-marketing on telecom industry

& more precisely the impact on Robi. In this research we included only Robi users. Here the

e-marketing is considered as sending information about promotional offers through Short

Message Service (sms), e-mail, social media, automated call, website advertisement, official

website of Robi, different blog post and similar tools. This research was to find out the current

position of Robi in terms of implementing e-marketing whether it is effective to customers or

not. This research was also finds a basic question that whether the customer of telecom

industry especially customers of Robi prefer the new marketing techniques. And as the most

recent way of marketing is using the social media such as Facebook, YouTube, Twitter this

research also tried to find out how Robi is doing in Facebook & YouTube. Here relation towards

social media of Robi & its customers tried to find out.

Impact of e-marketing is not one way rather it work from both from the sides. The impact of

e-marketing is from both from the side of Robi & their customers. That’s why in this research

I tried to find out the impact through both from the side of customers & Robi. To find how it’s

making impact on from the side of the customers we tried to find out whether they prefer it

or not. And in terms of Robi I tried to find whether they are effective on e-marketing &

specially in terms of using social media. And I also tried to find whether social media is

important to customers or not.


Chapter 1: Objectives of the Research

1.1. Broad Objective

The broad objective of this research is to find out the impact of e-marketing in context of

Robi.

1.2. Research Questions (RQ) Regarding Specific Component

In order to find out the broad statement/ broad objective of this research the broad objective

is divided in to specific research questions (RQ). The research questions are

1.2.1. Are e-marketing promotions more preferable to customers of Robi?

1.2.2. Does Robi use e-marketing effectively?

1.2.3. Does social media have a positive role on Robi?

1.3. As the research questions are stating the different ways impact can occurs they are

preference, effectiveness & social media.

1.3.1. Preference: Preference is how customers perceive e-marketing. Here whether

the Customers prefer e-marketing over other type of marketing is the main

concern.

1.3.2. Effectiveness: Effectiveness is whether the e-marketing activity that Robi is

conducting is effective to customers or not. Here I tried to find out what

customers think of about the way Robi handling its e-marketing activity.

1.3.3. Social Media: Marketing activity on social media is most new way to conduct

e-marketing. As social media is widely used now days and as the customers of

this industry normally familiar on social media it supposed to have a big impact

(Gillhouse, 2013). Here the whether social media is positively using or not is tried

to find out.


Chapter 2: Hypothesis Development

2.1. Analytical Model

In order to develop an analytical model for my hypothesis I followed mathematical model.

In this research I have develop multiple regression model to identify the components

known as Independent & Dependent Variables. As my research questions (RQ) are three

so number of independent variables are three (X) & one dependent variable (Y). Therefor

my Multiple Regression Equation is given below

Y = X1 + X2 + X3

Here,

X1 = Customers Preference

X2 = Effectiveness

X3 = Social Media

Y= Impact of E-Marketing

2.2. Hypothesis

Based on the multiple regression analysis and research question regarding specific

component there are three hypothesis

Customer Preference Hypothesis

H1= Customers of Robi prefer e-marketing.

H0= Customers of Robi do not prefer e-marketing.

Effectiveness of e-marketing conducted by Robi Hypothesis

H2= Robi’s e-marketing activity is effective to customers.


H0= Robi’s e-marketing activity is not effective to customers.

Role of social media hypothesis

H3= Social media have a positive role on Robi.

H0= Social media do not have a positive role on Robi.

Chapter 3: Methodology

3.1. Research Design

3.1.1. Type of Research:

In order to identify the problem I have conducted an exploratory research. Exploratory

research helps me to identify the problem and helps me to go into conclusive research.

This research is most precisely a causal research. Here I tried to find out the cause

and effect of different components of e-marketing and how they react with each other.

3.2. Sample Design

3.2.1. The Population: Robi users are considered as the population in this

research.

3.2.2. Sampling Size: Sampling size are the number of respondents used in a

research. Here in my research for exploratory research sample size was not

so big (total 20 respondents) because our final number of respondents is

60. Additional sample of 10 respondents were required for pretesting the

questionnaire. For conclusive research sample size was 60 respondents.

3.2.3. Sampling Method: Sample units were selected through non-probability

convenience technique.

3.3. Survey Method

In the questionnaire interval scales were used in a way of non-comparative rating

technique. Within non comparative rating technique we selected to use itemized

scales having numbers with brief descriptions associated with each category where


the categories were ordered in terms of scale positions. We have collected all the

information through likert scales

First of all, all items were measured based on five point scales (Likert Scale). Five

point scales, which are usually used for the Bangladeshi respondent, were also used

to simplify the evaluation effort of the respondents. Again, good balance of options

for each item was ensured to minimize the level of confusion. To make the respondent

comfortable, non-forced scales with odd number of points were used. Finally, likert

scales for physical form were used, since it’s more familiar to Asian respondents.

3.4. Questionnaire Development:

The questionnaire that had been developed for causal research was divided into two

parts: Filter question and multiple choice question.

3.4.1. Questionnaire Design Process:

3.4.1.1. There was 3 direct questions for independent variables and for x1, x2, x3

there was respectively 4, 6 & 6 in total 16 question and also there was

6 demographic questions.

3.4.1.2. To avoid unwillingness of respondent to answer questions we used range

in demographic questions to collect personal information.

3.4.1.3. In the questionnaire one Dichotomous question was used.

3.4.1.4. Multiple choice questions were used for gathering demographic

information.

3.4.1.5. Ordinary and unambiguous words were used in the questionnaire while

leading questions were deliberately avoided.

3.4.1.6. Simple and non-threatening question was used in the opening while rest

of the questions was arranged in logical order.

3.4.1.7. Pre coding in questionnaire design by assigning a code to every potential

response before collecting data was ensured.

3.4.1.8. The questions are arranged sequentially.


3.5. Data Analysis & Interpretation

For evaluating the scales those were developed we went for reliability testing.

Alternative forming and retesting were inconvenient for us in this research. But we

have tested internal consistency among items within each dependent and independent

variable using value of Cronbach’s Alpha. We also have done multiple regression

analysis to find out the relation and cause and effect. Based on the findings of data

analysis the interpretation has made on facts and figures of the above tests.

Chapter 4: Scope & Limitation

4.1. Scope

This research trying to find out the impact of e-marketing over other marketing activities.

Here what’s the customer’s perception about different marketing activity especially on e-

marketing, their perception on Robi and how they are using different tools of e-marketing

such as social media, sms, web advertisement, blog post, e-mail. Not only the tools but

also how effective those are to customers mind. Here in this research I have tried to find

out the trend of the e-marketing how its changing e-mail to search then towards social

media. In nutshell this research tries to find a scenario of Robi’s e-marketing activity &

customers view towards it.

4.2. Limitations

4.2.1. There was lack of resources so there is a huge gap between the population size

and sample size.

4.2.2. Convenient sampling technique was used so the data that was collected do not

reflect all kind of Robi users.

4.2.3. There was lack of resources in terms of secondary data. There are only few

research have done on marketing tools of Bangladesh’s telecom industry.

4.2.4. Non accessibility of information from the organization Robi.


Chapter 5: Main Report

5.1. Company Overview:

Formally known as Telekom Malaysia International (Bangladesh) now Robi is a joint

venture between Axiata Group Berhad, Malaysia and NTT DOCOMO INC, Japan. (Robi

Axiata LTD, n.d.) Where Axiata 70% & DOCOMO 30% of its ownership. (Robi Axiata LTD,

n.d.). With a brand name AKTEL 1997 it started its operation. Later in 2010 the service

was rebranded as Robi and the company is named as Robi Axiata LTD. (Robi Axiata LTD,

n.d.)

Robi Axiata LTD is position 3rd among the 6 mobile operators with subscriber more than

22.897 million. (See Exhibit 1- Mobile Phone Subscribers in Bangladesh). ("Bangladesh

Telecommunication Regulatory Commission", n.d.).

Figure 1: Active subscribers of mobile phone

Robi Axiata LTD is an organization which is people-oriented. Robi Axiata LTD wants to be

people’s champion. Robi Axiata LTD tries to blend with local tradition with innovation &

creativity. (Robi Axiata LTD, n.d.)

“To ensure leading-edge technology, Robi draws from the international expertise of Axiata

and NTT DOCOMO Inc. Robi supports 2G voice, CAMEL Phase II & III and GPRS/EDGE

42%

26%

22%

7%

1% 2%

Active Subscribers (millions)

Grameen Phone Ltd. (GP)

Banglalink DigitalCommunications Limited

Robi Axiata Limited (Robi)

Airtel Bangladesh Limited(Airtel)

Pacific Bangladesh TelecomLimited (Citycell)

Teletalk Bangladesh Ltd.(Teletalk)


service offering high speed internet connectivity. The company’s GSM service is based on

a robust network architecture and cutting edge technology such as Intelligent Network

(IN), which provides peace-of-mind solutions in terms of voice clarity, extensive

nationwide network coverage and multiple global partners for international roaming.”

(Robi Axiata LTD, n.d.)

Robi Axiata LTD’s wide international Romaining coverage makes it unique between

Bangladeshi mobile operators with 600 operators across more than 200 countries. (Robi

Axiata LTD, n.d.)

5.1.1. Vision

“To be the leader of telecommunication service provider in Bangladesh” (Robi Axiata

LTD, n.d.)

5.1.2. Mission

ROBI aims to achieve its vision through being number „one‟ not only in terms of

market share, but also by being an employer of choice with up-to-date knowledge and

products geared to address the ever changing needs of the budding nation (Robi Axiata

LTD, n.d.).

Theme

“ROBI extends its services to its customers and subscribers with the theme of

spreading its power to every individual and empowering them with their own strength.

“ ” or Empowering You is the basic objective of Robi. The

organization is there for people where they want and the way they want in order to

developing themselves, utilizing their potentials and empowering own selves. This

objective is followed by the principles of this organization” ("Purpose & Principles",

n.d.,).

“No matter what they do in order to realize their purpose, Robi employees hold

themselves accountable to the following overarching guiding principles for their

organization” ("Purpose & principles", n.d.)


5.1.3. These principles are:

5.1.3.1. Emotional: Passionate, Creative, Respectful and Open ("Purpose &

principles", n.d.).

5.1.3.2. Passionate: “We are Passionate –it’s in all of us. Whether visible or

hidden within for whatever reason. Everything we do is about doing the

best we can. We are there for each other and we endeavor to help in

every way we can.” ("Purpose & principles", n.d.).

5.1.3.3. Creative: “Everything we do we should do in a creative innovative

manner. We bring energy to our work. Our communications

demonstrates our creative flair. We provide creative and imaginative

and services to our customers.” ("Purpose & principles", n.d.).

5.1.3.4. Respectful: “We are truly respectful to each other, our subordinates,

peers, partners and customers. We treat everyone equally and we allow

people to express their thoughts opinions in a respectful manner.”

("Purpose & principles", n.d.)

5.1.3.5. Open: “We have no hidden agendas. We share information freely. We

can only be open with our customers, partners, and stakeholders if we

are open with ourselves- regardless of hierarchy.” ("Purpose &

principles", n.d.)

5.1.3.6. Functional: Simple, Ethical, Transparent and Ownership ("Purpose &

principles", n.d.)

5.1.3.7. Simple: “Everything we do and say should be simple and easy to

understand. In terms of communications we make sure the messaging

is in plain, simple language. Our plains are simple and uncomplicated.”

("Purpose & principles", n.d.)

5.1.3.8. Ethical: “We are moral, upright, honest, righteous, virtuous, honorable,

keeping our promises in all we say and do. We clearly align to our


5.1.3.9. internal and organizational code of ethics and code of honor. We will

oppose all forms of corruptions.” ("Purpose & principles", n.d.)

5.1.3.10. Transparent: “A few key words and phrases sums this up: Honesty,

openness, frankness, no lies, no deceit, no games, easily understood.

We are transparent with our customers, with each other, with our

subordinate and peers.” ("Purpose & principles", n.d.)

5.1.3.11. Ownership: “Whilst working individually or correctively, we clearly

demonstrate individual and collective ownership. Making mistakes is

clearly part of daily business as it is part of daily life- as long as we own

up to this clear, no culture of fear.” ("Purpose & principles", n.d.)

5.2. Products :

Like any other mobile operators Robi Axiata LTD provide all the basic services such as

voice call service, sms including value added services like internet & data service, e-traffic

service, entertainment, robi rdio, goongoon, missed call alart, call block, mobile backup,

mPay, balance transfer, robi locator, community & chat, music, health tips and many

more. ("Value added services", n.d.,)

5.3. Company Competitive Situation :

Telecom industry is one of the most competitive industry in Bangladesh. Robi Axiata LTD

is in the 3rd place (Exhibit 1- Mobile Phone Subscribers in Bangladesh)


Figure 2: Active subscribers of mobile phone

just behind Banglalink. There is a huge challenge in coming future because of BTRC starts

procedure to bring 3G connection.

With around 21% of the market share its closes competitor Banglalink consider most

aggressive. And with largest volume subscriber Grameenphone is the largest & most

successful operator yet.

After the rebranding of Robi Axiata LTD from Aktel it have progress in huge number

although the position is unchanged (3rd) but the gap between 2nd & 3rd (Robi Axiata LTD)

is significantly reduced.

As Bangladesh have 6 mobile operators ("Bangladesh Telecommunication Regulatory

Commission", n.d., p.). Because of high competition every operators are providing cheap

price call rate. And because the operators subsidizing on SIM card price the switching cost

is also low. So bargaining power for customers is high which also indicates huge rivalry

among them.

BTRC solely controls the spectrum & frequency. And through various rules & regulation

mobile operators powers is constrained. Suppliers of infrastructure such as Siemens,

Motorola and Ericson are huge global company.

On the other hand Governments restricted the access of new mobile operators however

as a technology based company its services are substitutable such as internet & data

service, voice call service etc. But the threat of substitute is still week.

42%

26%

22%

7%

1% 2%

Active Subscribers (millions) Grameen Phone Ltd.(GP)

Banglalink DigitalCommunicationsLimitedRobi Axiata Limited(Robi)

Airtel BangladeshLimited (Airtel)

Pacific BangladeshTelecom Limited(Citycell)


Chapter 6: Analysis of Primary Data

6.1. Normality Test

Total 19 items were generated for measuring both dependent and independent variables.

Among them 3 items were to measure dependent variable and 16 to measure independent

variables.

Firstly I have tested whether all the respondents answer the questionnaire or not and

whether there is any error in entering data or not through normality test (See Exhibit 2-

Descriptive Statistics Normality Test)

Figure 3: Descriptive Statistics Normality Test

6.2. Reliability Test

6.2.1. Internal Consistency for Dependent Variable

I have developed 3 items to measure dependent variable. From the reliability statistics

(See Exhibit 3- Dependent Variable Reliability Test)

00.5

11.5

22.5

33.5

44.5

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Questions

Mean & Std. Deviation

Mean

Std. Deviation


Figure 4: Dependent Variable Reliability Test

I can see that, my final Cronebach’s alpha value of 3 items was 0.710 which is

("Internal consistency", n.d.) greater than minimum acceptance level 0.50. That

means all the 3 items for the dependent variable have consistency among them. So I

don’t have to remove item from the (See Exhibit 4- Dependent Variable Cronbach's

Alpha if Item Deleted) table.

Figure 5: Dependent Variable Cronbach's Alpha if Item Deleted

0

0.1

0.2

0.3

0.4

0.5

0.6

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Ran

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Cronbach's Alpha

Cronbach's Alpha

Cronbach's Alpha Found

Cronbach's Alpha Required(Minimum)

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VAR00001 VAR00002 VAR00003

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Dependent variables

Cronbach's Alpha if Item Deleted

Cronbach's Alpha if ItemDeleted


6.2.2. Internal Consistency for Customer Preference

I have developed 4 items to measure dependent variable. From the reliability statistics

(See Exhibit 5- Reliability Test for Customer Preference) we can see that,

Figure 6: Customer Preference Variable Reliability Test

my final Cronebach’s alpha value of 4 items was 0.634 for customer preference

variables (See Exhibit 6- Customer Preference Variable Cronbach's Alpha if Item

Deleted), which was greater than minimum acceptance level 0.50.

Figure 7: Customer Preference Variable Cronbach's Alpha if Item Deleted

ReliabilityStatistics

Cronbach's Alpha Found 0.634

Minimum Cronbach's AlphaRequired

0.5

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0.1

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0.3

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Customer Preference Variable Reliability Test

0.544 0.5440.615

0.557

0.5 0.5 0.5 0.5

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0.2

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0.4

0.5

0.6

0.7

V A R 0 0 0 0 4 V A R 0 0 0 0 5 V A R 0 0 0 0 6 V A R 0 0 0 0 7

RA

NG

E

VARIABLES OF CUSTOMER PREFERENCE

Cronbach's Alpha if Item Deleted

Minimum Cronbach's Alpha Required


So I can be said that 4 items for the customer preference variable have consistency

among them (See Exhibit 6- Revised Customer Preference Variable Cronbach's Alpha

if Item Deleted).

6.2.3. Internal Consistency for Effectiveness of Robi e-marketing

I have developed 6 items to measure Robi’s e-marketing effectiveness. From the

reliability statistics (See Exhibit 7- Reliability Test for Robi’s e-marketing effectiveness)

Figure 8: Reliability Test for Robi’s e-marketing effectiveness

I can see that, my final Cronebach’s alpha value of 6 items was 0.664 which acceptable

as it was greater than minimum acceptance level 0.50. That means all the 6 items for

the dependent variable have consistency among them. So I don’t have to remove item

from the (See Exhibit 8- Robi’s e-marketing effectiveness Cronbach's Alpha if Item

Deleted).




0.5

00.10.20.30.40.50.60.7

Ran

ge

Reliability Test for Robi’s e-marketing effectiveness


Figure 9: Robi’s e-marketing effectiveness Cronbach's Alpha if Item Deleted

6.2.4. Influence of Social Media

I have developed 6 items to measure influence of social media. From the reliability

statistics (See Exhibit 9- Reliability Test for Influence of Social Media)

Figure 10: Reliability Test for Influence of Social Media

0.666 0.6370.623 0.669

0.564 0.568

0.5 0.5 0.5 0.5 0.5 0.5

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V A R 0 0 0 0 8 V A R 0 0 0 0 9 V A R 0 0 0 1 0 V A R 0 0 0 1 1 V A R 0 0 0 1 2 V A R 0 0 0 1 3

ROBI’S E -MARKETING EFFECTIVENESS CRONBACH'S ALPHA IF ITEM DELETED

Cronbach's Alpha if Item Deleted Minimum Cronbach's Alpha Required




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Reliability Test for Influence of Social Media


I can see that, my final Cronebach’s alpha value of 6 items was 0.870 which good as

it was greater than minimum acceptance level 0.50. That means all the 6 items for the

dependent variable have consistency among them. So I don’t have to remove item

from the (See Exhibit 10- Influence of Social Media Cronbach's Alpha if Item Deleted).

Figure 11: Influence of Social Media Cronbach's Alpha if Item Deleted

6.2.5. Findings

After reliability test I have found that all the variable under customer preference was

reliable. So I have don’t removed it as a result total number of variable incuding

dependent & independent are 19. (See Exhibit 11- Total Variables after Reliability Test)

6.3. Regression model evaluation:

In R2 analysis analysis (See Exhibit 11- R2 Table) its shows value of R2 is 0.579. We can

say that, 57.9% of total variation in the dependent variable is explained by the variation

in the independent variables Customer Preference, Robi’s e-marketing Effectiveness and

Posetive Influence of Social Media. That means, all independent variables together explain

57.9% of dependent variable, other 43.1% is explained by extraneous variables.

0

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Cronbach's Alpha if ItemDeleted

Minimum RequiredCronbach's Alpha


Model Summary

Model R R Square

Adjusted R

Square

Std. Error of

the Estimate

1 .761a .579 .556 .54605

a. Predictors: (Constant), Social_Media, Preference,

Effectiveness

Table 1: R2 Table

6.4. Regression equation:

Impact of E-Marketing = .256 Customer Preference +Robi’s e-marketing Effectiveness

.398 + .242 Influence of Social Media (See Exhibit 12- Coefficients Table)

6.5. Interpretation:

6.5.1. Customer Preference:

Co-efficient of customer preference is 0.256 (See Exhibit 12- Coefficients Table), which

means, customer preference have positive impact on e-marketing. Because customers

Coefficientsa

Model

Unstandardized

Coefficients

Standardized

Coefficients

t Sig. B Std. Error Beta

1 (Constant) .472 .425 1.112 .271

Preference .287 .122 .256 2.357 .022

Effectiveness .452 .134 .398 3.383 .001

Social_Media .207 .097 .242 2.131 .037

a. Dependent Variable: Dependent

Table 2: Coefficients Table


Figure 12: Impact of E-Marketing (Total 57.9%)

prefer e-marketing it positively work when Robi conduct e-marketing activity. In other

words, if customer preference changes by 1 unit, impact of e-marketing on Robi will

change by 0.256 (See Exhibit 12- Coefficients Table) units considering all other factors

remain constant, at the confidence level 95%. As we intended to find how much

customer prefer, so that we can say increase e-marketing in 1 unit will increase the

positive impact on the brand Robi in 25.6%. (See Exhibit 12- Coefficients Table)

Again, the P value of network was 0.022, (See Exhibit 12- Coefficients Table) which

was less than estimated alpha value (0.05). It denotes that, we can be 2.2% (See

Exhibit 12- Coefficients Table) wrong about our finding regarding customer preference

on e-marketing with respect to positive impact for Robi. That says, customer

preference is a good estimator and has enough capability to estimate the positive

impact on the brand which influence the likeliness of Robi.

0.256

0.3980.242

0

0.1

0.2

0.3

0.4Customer Preference

EffectivenessSocial Media

Impact of E-Marketing

Impact of E-Marketing


6.5.2. Effectiveness of Robi’s e-marketing

Co-efficient of effectiveness of Robi’s e-marketing is 0.398 (See Exhibit 12-

Coefficients Table), which means, Robi’s e-marketing have positive impact on Robi.

Because Robi can effectively conduct e-marketing activity. In other words, if

effectiveness changes by 1 unit, impact of e-marketing on Robi will change by 0.398

(See Exhibit 12- Coefficients Table) units considering all other factors remain constant,

at the confidence level 95%. As we intended to find how much effective they are, so

that we can say increase of effectiveness in 1 unit will increase the likeliness of positive

impact on the brand Robi in 39.8% (See Exhibit 12- Coefficients Table).

Again, the P value of network was 0.001 (See Exhibit 12- Coefficients Table), which

was less than estimated alpha value (0.05). It denotes that, we can be 0.1% (See

Exhibit 12- Coefficients Table) wrong about our finding regarding effectiveness of Robi

on e-marketing with respect to positive impact for Robi. That says, effectiveness of

Robi’s e-marketing is a good estimator and has enough capability to estimate the

positive impact on the brand & possibility of exposer to the advertisements of Robi.

6.5.3. Impact of Social Media on Robi

Co-efficient of impact of social media is 0. 242 (See Exhibit 12- Coefficients Table),

which means, social media have positive impact on Robi. Because now days peoples

getting more engaged on social media & Robi is also trying to socialize on social media.

In other words, if social media changes (become more or less active) by 1 unit, impact

of Robi’s marketing capability change by 0.242 (See Exhibit 12- Coefficients Table)

units considering all other factors remain constant, at the confidence level 95%. As we

intended to find the effect of social media, so that we can say if social media become

more engaged in 1 unit then positive reinforcement on Robi’s marketing activity will

increase in 45.1% (See Exhibit 12- Coefficients Table).

Again, the P value of network was 0.037, which was less than estimated alpha value

(0.05). It denotes that, we can be 3.7% (See Exhibit 12- Coefficients Table) wrong

about our finding regarding social media impact on Robi. That says, social media is a

good estimator and has enough capability to estimate the positive impact on the brand.

6.6. Hypothesis Testing


6.6.1. First Hypothesis

Customer Preference Hypothesis

H1= Customers of Robi prefer e-marketing.

H0= Customers of Robi do not prefer e-marketing.

H1 predicts that, customer preference of e-marketing have influence on marketing

activity of Robi. Because customer prefer e-marketing it influence consumers

likeliness of the advertisement of Robi significantly; (P = 0.022 < 0.05). So, H1

is accepted (See Exhibit 12- Coefficients Table).

6.6.2. Second Hypothesis

Effectiveness of e-marketing conducted by Robi Hypothesis

H2= Robi’s e-marketing activity is effective to customers.

H0= Robi’s e-marketing activity is not effective to customers.

H2 predicts that, effectiveness of Robi’s e-marketing have influence on Robi.

Because e-marketing of Robi is effective it influence consumers likeliness of the

service & products significantly; (P = 0.001 < 0.05). So, H2 is accepted (See

Exhibit 12- Coefficients Table).

6.6.3. Third Hypothesis

Role of social media hypothesis

H3= Social media have a positive role on Robi.

H0= Social media do not have a positive role on Robi.

H3 predicts that, social media have positive influence on Robi. It shows that social

media increase the brands likeliness significantly; (P = 0.037 < 0.05). So, H3 is

accepted (See Exhibit 12- Coefficients Table).


6.7. Demographic Data Analysis

In our research we have 60 respondent where 72% were mail and 28 % were female

(See Exhibit 13- Samples Gender).

Figure 13: Gender of Respondents

Most of the respondents were young aged 21-30, 60% of them in total percentage

(See Exhibit 14- Samples Age).

28%

72%

Gender

Female

Male


Figure 14: Age of Respondents

Understandably 73 % of them were Students (See Exhibit 15- Samples Profession).

Figure 15: Profession of Respondents

2%

11%

8%

60%

10%

7%

Age

10 -20

20-30

21-30

31-40

41-50

12%

5% 3%

2%

3%2%

73%

Profession

Business

Government Employee

housewife

HSC

Physician

Private Employee

Student


Where most of them are current student of undergraduate level (See Exhibit 16-

Samples Education).

Figure 16: Education Level of Respondents

Where family is the main income source (See Exhibit 17- Samples Income Source &

Monthly Income).

Figure 17: Income Source of Respondents

3%

50%

18%

15%

2%7%

5%

Education

A Level

Graduate

HSC

Masters/MBA or above

Student

undergraduate

Undergraduate (on going)

50%

7%

35%

5%3%

Income Source

Family

family and personal

Personal

Personal & Family Both

Tution


Figure 18: Monthly Income Level of Respondents

Chapter 7: Findings on Primary Data

E-marketing is a new issue. Marketers already starts adopting e-marketing in order to

survive. (Hoffman, & Novak, 2006, p. 43-54) Robi Axiata LTD as a company belongs to

technology oriented they have already started e-marketing activity.

According to this report’s primary data and analysis it was a right decision to engage

marketing activity through e-marketing. As my first hypothesis shows that customers

prefer e-marketing in case of Robi Axiata LTD. On the other hand this research also finds

that Robi Axiata LTD is successfully conduction their e-marketing activity. That means

Robi Axiata LTD customers believe that their e-marketing is effective & this effectiveness

of their marketing is causing the customer preference. As effectiveness & customer

preference is inter related it brings the question of customer’s likeliness to favor the bran

because of e-marketing activity.

Social media is the right place to build a positive relation with the customer & increase the

positive perception of customer about the brand (Zailskaite-Jakste, & Kuvykaite, 2013, p.

142-153). So I was interested in finding whether social media have any positive effect on

1%

13%

7%

2%

38%

15%

22%

2%

Monthly Income

0

10000 – 20000

20000 – 30000

20000-30000

5000 – 10000

5000-10000

Above 30000

nil


Robi. So after doing the analysis I came to the conclusion that social media have a positive

impact on Robi’s marketing activity. With all the hypothesis is accepted I believe that e-

marketing is very important for Robi Axiata LDT in this current situation and it will be more

important in coming futures.

E-Marketing opens a doorway for customer to reach out to the organization. An

organization is a busy place & organization those works with huge number of customer

always face the problem to create a bond & relationship with customers. With the proper

utilization of e-marketing organization can engage customers in to the organization. In

future whether Robi Axiata LTD can make an interactive communication with the customer

will decide their future because eventually there are only few difference in between the

mobile operator’s quality of service & product.

Chapter 8: Findings on Secondary Data

E-marketing is the coming of age (Brodie, Winklhofer, Coviello, & Johnston, 2007, p. 02-

21). The scenario around the worlds marketing activity is changing drastically. It’s true in

case of e-marketing too. Marketers previously depended on newspaper, magazine,

television & many other mass media oriented medium but then telemarketing, e-mail was

a good way to do it. But now days these are old too! Now days we use social media, sms

more often.

The same scenario is applicable in telecom industry especially on Robi Axiata LTD. Because

of our economic and social situation we usually get use to technology a little bit late than

advance western and some Asian countries which actually means there is a positive

correlation between use of technology & economic prosperity (Greenberg, 2010). So the

concept of e-marketing especially social media marketing is new concept. Therefor we are

now at the stage of email & telemarketing stage though scenario is changing very rapidly.

Where e-mail & telemarketing will have a very short term life and social marketing will

take the place.


E-marketing is the most convenient way to reach customers effectively. It can maximize

the ROI, increase customer loyalty, getting feedback from customers, involving customers

(Experian, n.d.). So it has a very good positive impact on Robi Axiata LTD.

Robi Axiata LTD. use telephone & sms marketing very frequently. Like any other mobile

operators it’s very effective for Robi. And the amount of advertisement is very high

because it’s easily reachable to targeted customers based on their uses behavior including

reduce in geographical & time constrain. (Dickinger, Haghirian, Murphy, & Scharl, 2004)

Social media is described as shift in how discover read and share news, information and

content (Solis, 2010). Social media is very important for Robi Axiata LTD. Robi is so far

most active in social media. Robi’s Facebook page have more than four hundred thousand (426953

to be exact) viewers daily who regularly views where irregular viewers number would be far more.

They daily upload news, advertisement, video, quiz contest, short film contest all through their

Facebook & Youtube channel. Only Robi use socializing agent to respond personally user’s queries

and only Robi have dedicated YouTube Channel among the mobile operators of Bangladesh.

(Socialbakers, n.d.)

Chapter 9: Recommendation

In this research I have come to find that customers of telecom industry actually prefer

marketing through online or e-marketing. So Robi should concentrate more on e-

marketing. As the data shows (See Exhibit 12- Coefficients Table) that unquestionably

customer like the advertisement through sms, telemarketing, social media etc.

Robi is doing very good in socializing through their Facebook & YouTube page. But

socializing is something that not tough to implement so Robi should aware of its

competitors & try to serve better. As it is very free media (Internet) so dissatisfaction of

one customers can bring further dissatisfaction on others so Robi should implement

strategy to reduce or control the dissatisfaction level.


While collecting information on Robis new feature, promotion & product most of the

customer prefer internet as a first choice so search engine optimization & optimizing the

Robis website is very important. Through better search engine optimization providing

information as categorized section in website will be very useful. Robi’s website should be

richer and more user-friendly.

Robi is lacking on posting advertisement on different websites other than online

newspapers. Robi should concentrate on more posting advertisement on different website

such as social media, online news portal, blogs etc.

Robi do not provide services like self-care through their website. From where customers

can easily have superior benefits such as checking call list, modifying different packages,

changing different option regarding the service where other mobile operators are doing it.

Robi recently arranged a short film festival apart from that they are lacking on events

through social media which can improve brand image.

Robi provide solution to customer’s problem through online but it’s not sufficient enough.

While other operators have specific option on their website as online customer service,

Robi is lacking it. So they should implement it.

Customers feel lack of interest on checking voice mail, sms sent by Robi. So while

generating these type of advertisement they should focus more on customers need &

making it more attractive. Rather sending sms, voicemail as a mass sending it more

personalized would be better.

Robi’s social media’s participation rate can be improved by generating content more

interesting. Creating a friendly environment where customers are encourage to have an

interactive communication should be prioritized. This will help Robi generate more


customer likeliness towards the brand and it will also help Robi identify the problem &

possible solution.

Robi should work on reaching more of its customer through its YouTube channel. Because

it can be more cost effective for Robi if they can reach a huge number of customers

through online rather than costly television advertisement. Comparing to the Facebook

page & internet users statistics Robi’s YouTube channel’s is not reached properly. So

reaching more customers through YouTube channel & making it interactive is very

important.

E-marketing sometimes become annoying and inappropriate for certain customers. As e-

marketing is more cheaper & more effective in today’s context Robi should concentrate

on more quality content building and making it more personal so that it will not decrease

the brand value at the same time it will fulfill its purpose.

10. Further Research

This research is solely based on customer preference, effectiveness & social media’s

impact for Robi. But as e-marketing is very wide sector now days there is huge possibility

on researching on different issues. This research tries to find the impact of e-marketing

using certain factors, while it did not consider comparison with others in case of impact,

it also did not focus on different kind of segment of customers. Because of convenient

sampling method it only reflect young customers. So further research on broad sample

can are encouraged. This research is also did not measure the impact through financial &

result oriented method. How much advertisement, its cost & its result based on these

were on considered in this research which is very important so it is also encouraged

including many different possible issue on e-marketing.


11. Conclusion

The concept e-marketing is new & still on beta stage (Dickinger, Haghirian, Murphy, &

Scharl, 2004) where social media marketing is the latest edition but growing very fast. As

per this research it can be concluded that Robi Axiata LTD. is successfully implementing

e-marketing, they are effective. It also can be concluded that customer prefer it. Social

media is very volatile place where proceeding with proper strategy is required. But so far

for Robi it’s creating positive brand image for Robi. With better implementation, better

strategic move, more customized advertisement it could be more effective & impact would

be far more positive.


References

Bangladesh Internet Regularity Commission (2013, June). Mobile phone subscribers in

Bangladesh. Retrieved July 29, 2013, from

http://www.btrc.gov.bd/index.php?option=com_content&view=category&layout=blog&id=

49&Itemid=502

Brodie, R. J., Winklhofer, H., Coviello, N. E., & Johnston, W. J. (2007). Is e-marketing coming

of age? An examination of the penetration of e-marketing and firm performance. Journal of

Interactive Marketing, 21(1), 2-21. Retrieved from http://dx.doi.org/10.1002/dir.20071

Cooperstein, D. (2012, March 4). Why marketers have no choice but to adopt marketing

technology. Retrieved August 1, 2013, from

http://www.forbes.com/sites/davidcooperstein/2012/04/03/why-marketers-have-no-choice-

but-to-adopt-marketing-technology/

Dickinger, A., Haghirian, P., Murphy, J., & Scharl, A. (2004). An investigation and conceptual

model of SMS marketing. IEEE Xplore. Retrieved from

http://dx.doi.org/10.1109/HICSS.2004.1265096

Experian (n.d.). Benefits of Email Marketing at Experian.com. Retrieved August 2, 2013, from

http://www.experian.com/small-business/benefits-of-email-marketing.jsp

Gillhouse, N. (2013, June 12). The Importance of Social Media MarketingYoutech & Associates.

Retrieved July 27, 2013, from http://youtechassociates.com/the-importance-of-social-media-

marketing/


Greenberg, A. (2010, March 25). The world's most tech-friendly countries - Forbes.

Retrieved August 2, 2013, from http://www.forbes.com/2010/03/24/broadband-insead-

sweden-technology-virtualization10-countries_slide.html

Hoffman, D. L., & Novak, T. P. (2006). A new marketing paradigm for electronic commerce.

The Information Society: An International Journal, 13(1), 43-54. Retrieved from

http://dx.doi.org/10.1080/019722497129278

Internal consistency. (n.d.). In Wikipedia, the free encyclopedia. Retrieved August 13, 2013,

from http://en.wikipedia.org/wiki/Internal_consistency

Purpose & principles. (n.d.). Retrieved July 29, 2013, from

http://www.robi.com.bd/index.php/page/view/101

Robi Axiata LTD (n.d.). About Robi. Retrieved June 22, 2013, from

http://www.robi.com.bd/index.php/page/view/98

Socialbakers (n.d.). YouTube channel Robi Axiata Limited. Retrieved August 2, 2013, from

http://www.socialbakers.com/youtube-statistics/channel/robiaxiatalimited

Solis, B. (2010). The Complete Guide for Brands and Businesses to Build, Cultivate, and

Measure Success in the New Web. Retrieved from Wiley. com

Value added services. (n.d.). Retrieved July 22, 2013, from

http://www.robi.com.bd/index.php/vas/index/95

Zailskaite-Jakste, L., & Kuvykaitė, R. (2013). Communication in social media for brand equity

building. Economic and Management, 18(1), 142-153. Retrieved from

http://dx.doi.org/10.5755/j01.em.18.1.4163


Appendix

Exhibit 1- Mobile Phone Subscribers in Bangladesh

Operators Active Subscribers (millions)

Grameen Phone Ltd. (GP) 43.967

Banglalink Digital Communications Limited 27.076

Robi Axiata Limited (Robi) 22.897

Airtel Bangladesh Limited (Airtel) 7.821

Pacific Bangladesh Telecom Limited (Citycell) 1.383

Teletalk Bangladesh Ltd. (Teletalk) 1.908

Total 105.051


Exhibit 2- Descriptive Statistics Normality Test

tem Statistics

Mean

Std.

Deviation N

VAR00001 4.40 .827 60

VAR00002 3.62 1.027 60

VAR00003 3.75 1.202 60

VAR00004 4.40 .827 60

VAR00005 3.82 1.081 60

VAR00006 3.95 1.141 60

VAR00007 3.68 1.157 60

VAR00008 3.32 1.255 60

VAR00009 3.73 1.219 60

VAR00010 4.28 .940 60

VAR00011 2.65 1.448 60

VAR00012 3.95 .964 60

VAR00013 3.53 1.186 60

VAR00014 3.58 1.154 60

VAR00015 3.12 1.379 60

VAR00016 2.78 1.303 60

VAR00017 2.97 1.262 60

VAR00018 3.63 1.164 60

VAR00019 4.12 1.106 60


Exhibit 3- Dependent Variable Reliability Test

Reliability Statistics

Cronbach's

Alpha N of Items

.710 3

Exhibit 4- Dependent Variable Cronbach's Alpha if Item Deleted

Item-Total Statistics

Scale Mean if

Item Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlation

Cronbach's

Alpha if Item

Deleted

VAR00001 7.37 3.660 .537 .634

VAR00002 8.15 2.875 .608 .519

VAR00003 8.02 2.695 .483 .710

Exhibit 5- Reliability Test for Customer Preference


Cronbach's

Alpha N of Items

.634 4


Exhibit 6- Customer Preference Variable Cronbach's Alpha if Item Deleted


Scale Mean if

Item Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlation

Cronbach's

Alpha if Item

Deleted

VAR00004 11.45 5.981 .471 .544

VAR00005 12.03 5.219 .442 .544

VAR00006 11.90 5.414 .349 .615

VAR00007 12.17 5.023 .426 .557

Exhibit 7- Reliability Test for Robi’s e-marketing effectiveness


Cronbach's

Alpha N of Items

.664 6


Exhibit 8- Robi’s e-marketing effectiveness Cronbach's Alpha if Item Deleted


Scale Mean if

Item Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlation

Cronbach's

Alpha if Item

Deleted

VAR00008 18.15 14.570 .273 .666

VAR00009 17.73 14.063 .351 .637

VAR00010 17.18 14.932 .405 .623

VAR00011 18.82 13.508 .297 .669

VAR00012 17.52 13.576 .599 .564

VAR00013 17.93 12.775 .540 .568

Exhibit 9- Reliability Test for Influence of Social Media


Cronbach's

Alpha N of Items

.870 6


Exhibit 10- Influence of Social Media Cronbach's Alpha if Item Deleted


Scale Mean if

Item Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlation

Cronbach's

Alpha if Item

Deleted

VAR00014 16.62 24.105 .677 .847

VAR00015 17.08 21.162 .792 .825

VAR00016 17.42 23.603 .617 .858

VAR00017 17.23 23.470 .658 .850

VAR00018 16.57 23.572 .724 .839

VAR00019 16.08 25.637 .558 .866

Exhibit 11- Total Variables after Reliability Test

Number of items for measuring dependent variables 3

Number of items for

measuring independent

variables

Customer Preference 4

Robi’s e-marketing

Effectiveness

6

Influence of Social Media 6

TOTAL 19


Exhibit 11- R2 Table

Model Summary

Model R R Square

Adjusted R

Square

Std. Error of

the Estimate

1 .761a .579 .556 .54605

a. Predictors: (Constant), Social_Media, Preference,

Effectiveness

Exhibit 12- Coefficients Table

Coefficientsa

Model

Unstandardized

Coefficients

Standardized

Coefficients

t Sig. B Std. Error Beta

1 (Constant) .472 .425 1.112 .271

Preference .287 .122 .256 2.357 .022

Effectiveness .452 .134 .398 3.383 .001

Social_Media .207 .097 .242 2.131 .037

a. Dependent Variable: Dependent


Exhibit 13- Samples Gender

Exhibit 14- Samples Age

28%

72%

Gender

Female

Male

2%

11%

8%

60%

10%

7%

Age

10 -20

20-30

21-30

31-40

41-50


Exhibit 15- Samples Profession

Exhibit 16- Samples Education

12%

5% 3%

2%

3%2%

73%

Profession

Business

Government Employee

housewife

HSC

Physician

Private Employee

Student

3%

50%

18%

15%

2%7%

5%

Education

A Level

Graduate

HSC

Masters/MBA or above

Student

undergraduate

Undergraduate (on going)


Exhibit 17- Samples Income Source & Monthly Income

50%

7%

35%

5%3%

Income Source

Family

family and personal

Personal

Personal & Family Both

Tution

1%

13%

7%

2%

38%

15%

22%

2%

Monthly Income

0

10000 – 20000

20000 – 30000

20000-30000

5000 – 10000

5000-10000

Above 30000

nil


Exhibit 17- Questionnaire

Questionnaire

I am a student of East West University. As a requirement for Project Work

(BUS 498), the following questions have been designed to find the impact of e-

marketing in telecom industry especially on Robi. As a student, conducting this

research is essential for me to fulfill my course requirements. I assure you that

this information will be used for only academic purpose and will be kept private.

It will not take more than 5 minutes to fill it up. Thank you for participating in

this survey.


1. Do you use Robi?

Yes

No

Note: If your answer is “Yes” then continue the following questions and please put a tick mark

(√) mark in the appropriate box regarding the respective factor in any range from 1-5 scales. If

your answer is “No” then please return the questionnaire.

No Strongly

Agree

(5)

Agree

(4)

Neutral

(3)

Disagree

(2)

Strongly

Disagree

(1)

1. I prefer e-marketing

promotions (website,

online advertisement, text

sms, social media

advertisement, voice sms )

2. Robi is effectively using e-

marketing tools


Customer Preference

No. Strongly

Agree

(5)

Agree

(4)

Neutral

(3)

Disagree

(2)

Strongly

Disagree

(1)

4. I depend on internet for

collecting information about

Robi

No. Strongly

Agree

(5)

Agree

(4)

Neutral

(3)

Disagree

(2)

Strongly

Disagree

(1)

5. I check/log in/ browse the

advertisement links posted on

different websites

6. I check / listen to the text sms/

voice sms that sent by Robi

3. Social media have a

positive role on Robi


7. I willingly participate on social

media activity of Robi’s Facebook

page & YouTube channel

Effectiveness

No. Strongly

Agree

(5)

Agree

(4)

Neutral

(3)

Disagree

(2)

Strongly

Disagree

(1)

8. Robi posts advertisements on

different websites regularly

9. Robi posts on Facebook and

YouTube video regularly

10. Robi regularly sends sms / voice

sms to me

11. Robi provides me special benefit

for online membership of their

Website/ Facebook Page/

YouTube channel

12. Robi’s website , Facebook Page,

YouTube channel are

informative and helpful


13. Robi helps me to solve my

problem through online (social

media, email, sms)

Social Media

No. Strongly

Agree

(5)

Agree

(4)

Neutral

(3)

Disagree

(2)

Strongly

Disagree

(1)

14. I like Robi’s Facebook Page &

YouTube channel

15. I regularly participate on Robi’s

Social media (facebook &

Youtube)

16. I participate on different type of

contest that posted on Robi’s

social media.

17. I share Robi’s Facebook Post &

YouTube videos in social

media & friends


18. Robi’s Facebook Page &

YouTube channel are

interesting to me

29. They are only informative but

entertaining too

20. Gender

□ Male □ Female

21. Age

□ 10-20 □ 20-30 □ 31-40 □ 41-50 □ 51-60 □ 60+

22. Education

□ Masters/ MBA □ Graduate □ HSC □ SSC □ Diploma

23. Profession

□ Private employee □ Government employee □ Student □ Business

□ Others……………………………

24. Income source

□ Personal □ Family □ Others ………………………

25. Monthly Income

□ 5000 – 10000 □ 10000 – 20000 □ 20000 – 30000 □ Above 30000


Documents

Impact of E-Marketing in the Telecom Industry a Study on Robi Axiata LTD