The Strategic Role of Digital Marketing Expenditure in Enhancing Firm Financial Performance: the Case of Hindustan Unilever Limited

Pooja Kiran Kushare; Wrushali Vasantrao Bhamare

doi:10.36948/ijfmr.2026.v08i06.91157

The Strategic Role of Digital Marketing Expenditure in Enhancing Firm Financial Performance: the Case of Hindustan Unilever Limited

Author(s)	Prof. Pooja Kiran Kushare, Prof. Wrushali Vasantrao Bhamare
Country	India
Abstract	The marketing methods have been drastically altered by the digital economy's explosive expansion, leading businesses to devote a larger portion of their marketing budgets to digital platforms including social media, search engines, content marketing, and online advertising. Even though digital marketing is widely used, more empirical research is still needed to determine how directly it affects business financial performance. By examining the relationship between digital marketing spending and important financial metrics such revenue growth, net profit margin, return on assets (ROA), and return on equity (ROE), this study looks at how listed firms' financial performance is affected. It also looks into whether companies that invest more in digital marketing outperform those that spend comparatively less on digital channels. Using secondary data gathered over a five- to seven-year period from the annual reports of certain listed firms, the study employs a quantitative research design. Both cross-sectional and longitudinal differences in firm performance are captured by panel data analysis. The provided hypotheses are tested and the relationship between digital marketing spending and financial success is examined using descriptive statistics, correlation analysis, and multiple regression approaches. It is anticipated that the results would add to the body of knowledge on digital transformation and strategic marketing while offering solid empirical proof of the financial efficacy of digital marketing efforts. By encouraging well-informed choices about marketing budget allocation, optimizing return on investment, and boosting long-term shareholder value, the study provides managers with useful insights. Furthermore, the results offer policymakers and investors useful information for assessing the financial and strategic importance of digital transformation projects in the cutthroat business world of today.
Keywords	Digital marketing expenditure, Financial performance, Revenue growth, Digital transformation
Field	Business Administration
Published In	Volume 8, Issue 6, November-December 2026
Published On	2026-11-03
DOI	https://doi.org/10.36948/ijfmr.2026.v08i06.91157

View / Download PDF File

About IJFMR Fees & Payment Current Issue Publication Archive	Submit Research Paper Track Submission Status Publication Guidelines Publication Ethics Peer Review & Plagiarism	Join as a Reviewer Editors & Reviewers Reviewer Referral Program Get Reviewer Membership Certi.	Website/Journal Policies Usage Policy Content Policies Privacy Policy

Contact Us		+91-9687-828-838	editor@ijfmr.com

International Journal For Multidisciplinary Research

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

The Strategic Role of Digital Marketing Expenditure in Enhancing Firm Financial Performance: the Case of Hindustan Unilever Limited

Share this