Browsing by Author "Patricia Kyarikunda"

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    The Impact of Digital Content and Advertising on Sales Performance.
    (Uganda Christian University, 2025-05-16) Patricia Kyarikunda
    This study examines the impact of digital content and advertising on sales performance at Jumia Uganda, am e-commerce platform operating in a rapidly evolving digital market. With the increasing adoption of digital technologies in Sub- Saharan Africa, understanding how online content and advertising strategies influence consumer behavior has become essential for business growth. This study also identified challenges such as limited internet access and intense market competition that affect the effectiveness of digital marketing efforts in Uganda. This study contributes to both academic literature and practical strategies for digital marketing in emerging markets. It underscores the importance of integrating effective digital content, targeted advertising and customer engagement strategies to enhance sales performance in the Ugandan e-commerce sector.