Digital marketing adoption and SME's sales performance: a case study of Abaita Ababiri
| dc.contributor.author | Daniel Ainebyona | |
| dc.date.accessioned | 2026-06-26T15:01:30Z | |
| dc.date.available | 2026-06-26T15:01:30Z | |
| dc.date.issued | 2026-04-17 | |
| dc.description | Undergraduate | |
| dc.description.abstract | This research was conducted with the objective to examine the correlation between adaptation of digital marketing and sales performance of Small and Medium Enterprises in Abaita Ababiri. It had three objectives as follows: ‘to determine the digital marketing platforms used by SMEs to determine the extent to which sales performance was experienced by the SMEs and to determine the relationship between digital marketing and sales performance cross sectional survey research design was applied data was collected using a quantitative method from 30 respondents in Abaita Ababiri Questionnaires was used for data collection data was analyzed using SPSS package The results obtained indicate that among the digital platforms Social Media ranks highest at 36.7%, followed by Mobile Marketing with 26.7%. The study also indicates that most of SMEs 66.7% have small digital marketing budgets less than 50,000/= Ugandan shillings. The correlation between variables through Pearson Correlation reveals that there is a significant strong positive correlation r=0.742 between digital marketing adaptation and sales performance with a significance value of p= 000 This research concludes that digital marketing enhances small business sales growth in suburban localities. High data prices and low technical expertise on the other hand still deter complete utilization of digital services the research further advises SME associations in that locality to conduct hands on digital literacy training programs telecommunication companies on the other hand should give attractive business data bundles to SMEs businesses should consider using local languages such as Luganda to enhance customer base connectivity in Abayita Ababiri. | |
| dc.identifier.uri | https://hdl.handle.net/20.500.12311/3418 | |
| dc.language.iso | en | |
| dc.publisher | Uganda Christian University | |
| dc.title | Digital marketing adoption and SME's sales performance: a case study of Abaita Ababiri | |
| dc.type | Dissertation |