Enhancing Sales Performance and Business Sustainability of MSMEs through Digital Marketing Practices.
This study aims to investigate the effect of digital marketing variables on sales performance and business sustainability. This study employs quantitative methodologies and employs Structural Equation Modeling for data analysis. The procedure for selecting samples using convenience sampling techniqu...
| Publicado en: | Journal of Namibian Studies Vol. 33; pp. 4112 - 4125 |
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| Autores principales: | , |
| Formato: | Artículo |
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Society of Cultural Studies & Social Sciences
2023 Supplement
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| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=hlh&AN=172940697&site=ehost-live header: @attributes: shortDbName: hlh uiTerm: 172940697 longDbName: Humanities International Complete uiTag: AN controlInfo: bkinfo: jinfo: jid: 18635954 G5EZ jtl: Journal of Namibian Studies issn: 18635954 maglogo: N pubinfo: dt: 2023 Supplement vid: 33 pid: 92471 pub: Society of Cultural Studies & Social Sciences artinfo: ui: 172940697 ppf: 4112 ppct: 13 formats: tig: atl: Enhancing Sales Performance and Business Sustainability of MSMEs through Digital Marketing Practices. aug: au: V., Murali Gugloth, Sardar affil: Research Scholar, Department of Management Studies, Sri Venkateswara University, Tirupati Professor, Department of Management Studies, Sri Venkateswara University, Tirupati su: Internet marketing Organizational performance Search engine optimization Businesspeople Social media in marketing Andhra Pradesh (India) sug: subj: Andhra Pradesh (India) Internet marketing Organizational performance Search engine optimization Businesspeople Social media in marketing keyword: Digital Marketing Mobile Marketing Sales Performance Search Engine Marketing Social Media Marketing Sustainability ab: This study aims to investigate the effect of digital marketing variables on sales performance and business sustainability. This study employs quantitative methodologies and employs Structural Equation Modeling for data analysis. The procedure for selecting samples using convenience sampling techniques. 227 MSMEs respondents in the Andhra Pradesh State were provided online questionnaires, and the returned questionnaires were reviewed. Data analysis reveals that digital marketing had a positive and significant effect on the sales performance and business sustainability. There are many different channels that can be utilized for digital marketing, such as the web, search engine optimization (SEO), social media, and others. According to the findings, one of the digital channels that is utilized the most frequently by MSMEs is social media. And describe the results of a rise in the number of sales made by SMEs. The findings of this study can help MSME actors improve their business performance by focusing on aspects of MSME digitization and MSME entrepreneurs' financial literacy. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: Y dt: @attributes: year: 2023 holdings: @attributes: islocal: N |
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