Digital marketing factors that impact on Small to Medium-Sized Enterprises

Sebastian, Anju Vallomparambil (2021) Digital marketing factors that impact on Small to Medium-Sized Enterprises. Graduate student work (Unpublished)

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Abstract or Summary

The adoption of technology for marketing is essential for the survival of Small and Medium-scale enterprises (SME). SMEs have been choosing various digital marketing methods to enhance their business. This research aims to study the influence of digital marketing in SMEs in India and identify the factors that influence SMEs to explore Digital Marketing in their business. Also discussed business performance, online sales, and after-sales of SMEs in the influence of Digital Marketing. This project adopts a quantitative research method. The survey was conducted with the help of Qualtrics. The survey link was distributed to the respondents through online platforms. The collected data was analyzed, and the results presented a new digital marketing model for SMEs. The essential digital marketing factors identified in this research are website traffic, social media marketing, search engine optimization, pay per click, mobile marketing, and email marketing. These digital marketing factors have a positive influence on SME's business performance, online sales, and after-sales. The research introduced a digital marketing model(DMM) for SMEs that makes a significant impact on the overall performance of SMEs.

Item Type:Graduate student work
Keywords that describe the item:Digital marketing, SME, Digital Marketing Factors, Digital Marketing Model, India
Subjects:T Technology > T Technology (General)
Divisions:Schools > Centre for Business, Information Technology and Enterprise > School of Information Technology
ID Code:7721
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Deposited On:15 Aug 2021 22:57
Last Modified:15 Aug 2021 22:57

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