THE INFLUENCE OF DIGITAL MARKETING STRATAGIES ON BUSINESS PERFORMANCE A CASE STUDY OF SMEs IN MUKONO CENTRAL DIVISION, MUKONO MUNICIPALITY
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Date
2025-09-04
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UGANDA CHRISTIAN UNIVERSITY
Abstract
The study assessed the influence of digital marketing strategies on performance of businesses; a case study of SMES in Mukono central division, Mukono municipality. The study was guided by the following objectives; to examine the effect of website marketing on the performance of SMEs in Mukono central division, to assess the effect of content marketing on the performance of SMEs in Mukono central division and to assess the effect of social media marketing on the performance of SMEs in Mukono central division.
The study adopted descriptive research design. A descriptive design is a process of collecting data in order to answer questions concerning the current status of the subjects in the study. Descriptive design was used because it’s appropriate in collecting information about people’s attitude, opinions and habits. A mixed-methods approach was utilized to provide a comprehensive analysis of the topic.
The findings indicated that website marketing (4.18) had the strongest impact, folioed by Social media marketing (4.17) and content marketing (4,12) . Qualitative insights confirmed that these strategies were helping SMEs maintain sales and customer engagement.
The study concluded that digital marketing strategies namely website marketing, content marketing, and social media marketing significantly enhanced the performance of SMEs in Mukono Central Division.
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UNDERGRADUATE RESEARCH