Browsing by Author "Daniel Atuhairwe"

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    The Impact of Digital Marketing on Small and Medium Enterprises (SME) Growth in Uganda: A Case Study of Mukono Municipal Council (Central & Goma Divisions)
    (Uganda Christian University, 2025-09-23) Daniel Atuhairwe
    Small and Medium Enterprises (SMEs) are central to Uganda’s economy, contributing significantly to employment and national GDP. Yet many SMEs face growth challenges linked to limited market reach, low brand visibility, and inadequate marketing resources. Digital marketing offers opportunities for SMEs to expand their customer base and improve competitiveness; however, many enterprises facing barriers such as high internet costs, low digital literacy, and skepticism about effectiveness. This study examined the impact of digital marketing on the growth of SMEs in Mukono Municipal Council (Central & Goma Divisions), with specific focus on adoption levels, key constraints, and strategies for overcoming these barriers. A descriptive cross-sectional research design was employed, and data was collected through structured questionnaires administered to 30 SMEs, complemented by thematic insights from interviews. Findings revealed that SMEs moderately adopt digital tools, with WhatsApp emerging as the most dominant platform due to its affordability and accessibility. Facebook, Instagram, and Google Business profiles were moderately used, while SMS/Email marketing recorded the lowest adoption. Major barriers included high data costs, limited digital skills, and time constraints, but SMEs expressed strong willingness to adopt further digital tools if these challenges were addressed. The study concludes that digital marketing is perceived as useful but remains underutilized in Mukono. It recommends affordable SME-specific internet bundles, training programs, awareness campaigns, and government/NGO support as critical interventions. With such support, SMEs could transition from basic to more strategic use of digital platforms, positioning them for sustainable growth in Uganda’s increasingly digital economy.