The Influence Of Digital Marketing On Competitive Advantage And Performance of Micro, Small And Medium Enterprises

This empirical research explores the links between customized marketing, improved customer support, business efficiency, competitive advantage, and adaptation to market trends towards the online business of small and medium-sized enterprises. The research goal was a deeper understanding of the relationships between the mentioned independent and dependent variables. The study aims to provide a comprehensive understanding of how these variables influence medium-sized enterprises online business success. The methodology includes analyzing data collected through surveys among 232 respondents from small and medium enterprises from the territory of the Republic of Serbia. Different analysis methods were used, statistical test analysis of variance, multiple correlation analysis of variables and to confirm the hypothesis multiple regression analysis, as well as qualitative analysis, to identify the key factors of online business of small and medium enterprises. Qualitative analysis complements these methods by identifying pivotal factors impacting small and medium-sized enterprises online business strategies. The results of the research indicate a significant positive and strong impact of customized marketing, improved customer support, business efficiency, competitive advantage, and adaptation to market trends towards the online business of small and medium-sized enterprises. Also, it was found that the online business of small and medium-sized enterprises can be explained directly through improved customer support at 54.76%, business efficiency at 46.24%, customized marketing at 44.89%, adaptation to market trends at 34.81%, and competitive advantage at 16.00%. By monitoring consumer and industry trends, small and medium-sized enterprises can adjust strategies and offerings to meet evolving customer needs, fostering revenue growth and expanding market presence. These studies contribute to the theoretical understanding of the online business of small and medium-sized enterprises.

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E-Commerce adoption and its effects on the operational performance of MSMEs

Kumar,

Musthafa

2024

Employment, Education and Entrepreneurship 2024 - Zbornik Radova

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Micro, small, and medium-sized businesses (MSMEs) in the food and beverage industry are experiencing considerable growth because of their progressive use of digital media. Traditional marketing strategies have limitations in terms of time and location. Despite this, online marketing enabled the engagement of a significant number of individuals, irrespective of their geographical location. The objective of this empirical study is to examine the role of digital media marketing in the competitive advantage and performance of MSMEs. The purpose of this investigation was to evaluate the influence of digital marketing on the performance and competitive advantage of micro, small, and medium-sized enterprises. This research used a quantitative approach for analysing data using SPSS and the structural equation model with the help of the linear structural relations (LISREL) software. It appears from the findings that digital marketing significantly and positively relates to competitive advantage. Moreover, digital marketing has a substantial impact on enhancing the favourable outcomes of micro, small, and medium enterprises.

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The Influence Of Digital Marketing On Competitive Advantage And Performance of Micro, Small And Medium Enterprises

Cited by 3 publications

References 22 publications

Effect of lean supply chain on competitive advantage: a systematic literature review

Effect of lean supply chain on competitive advantage: a systematic literature review

The Impact of Online Business of Small and Medium-Sized Enterprises: An Empirical Research

E-Commerce adoption and its effects on the operational performance of MSMEs

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