Evaluating the Effectiveness of Digital Marketing Strategies on Consumer Behavior: A Case Study of SMES in Mukono Municipality
| dc.contributor.author | NYAKABASA MUGISHO JOEL | |
| dc.date.accessioned | 2025-10-13T12:03:00Z | |
| dc.date.available | 2025-10-13T12:03:00Z | |
| dc.date.issued | 2025-06-16 | |
| dc.description | Undergraduate Thesis | |
| dc.description.abstract | This study explored how digital marketing strategies influence consumer behavior among small and medium-sized enterprises (SMEs) in Mukono Municipality, a vibrant economic hub in Uganda. Through a descriptive survey of 52 respondents, including SME owners, consumers, marketing professionals, and local business associations, the research examines the adoption, challenges, and effectiveness of digital marketing tools. Findings reveal that 64.3% of SMEs actively use social media and email marketing to engage customers, fostering brand loyalty and driving sales. However, only 42.9% are confident in search engine optimization (SEO), reflecting knowledge gaps, while 57.1% value content marketing and online advertising for reaching target audiences. Key challenges include limited digital skills (65.7%), lack of access to technology (68.6%), high costs (64.3%), and resistance to moving away from traditional marketing (50%). To overcome these, SMEs prioritize staff training (78.6%), collaborating with marketing agencies (64.3%), and leveraging data analytics (71.4%) to create engaging content and targeted campaigns. By adopting these strategies, SMEs can enhance consumer engagement and improve financial performance in Mukono’s competitive, digital-first market. The study recommends affordable training programs, partnerships with experts, and the use of free analytics tools to help SMEs thrive online. | |
| dc.identifier.uri | https://hdl.handle.net/20.500.12311/2996 | |
| dc.language.iso | en | |
| dc.publisher | Uganda Christian University | |
| dc.title | Evaluating the Effectiveness of Digital Marketing Strategies on Consumer Behavior: A Case Study of SMES in Mukono Municipality | |
| dc.type | Thesis |