Assessing the Effect of Digital Marketing on Sales Performance of Small & Medium Enterprises (The Case of Addis Ketema Sub City in Addis Ababa City Administration)
| dc.contributor.advisor | Saleamlak Mola (PhD) | |
| dc.contributor.author | Yemisrach Tadesse | |
| dc.date.accessioned | 2024-01-29T09:53:46Z | |
| dc.date.available | 2024-01-29T09:53:46Z | |
| dc.date.issued | 2023-07 | |
| dc.description.abstract | Due to the high cost, marketing has been a significant barrier for small and medium-sized businesses (SMEs) worldwide. This study's goal was to assess the job that SMEs in Addis Ketema Sub City, AA, were doing at selling their products digitally. This was accomplished via a variety of digital marketing platforms, including affiliate marketing, social media, and mobile marketing. Market share and sales were used to evaluate the idea of sales performance. Both qualitative and quantitative research methods were used to perform the study. Thus A sample of 225 SME's that were chosen using the stratified sampling method provided primary data through questionnaire, and 225 of the 249 respondents that received the questionnaire responded, yielding a response percentage of 90.36 percent. The Statistical Package for Social Science (SPSS) v.25.00 software was used to analyze the survey's data. Both descriptive and inferential statistics were applied to the analysis of quantitative data. The study's findings showed that social media marketing significantly affects small and medium-sized businesses' sales performance. Their sales performance is moderately impacted by affiliate and mobile marketing. According to the study's findings, SME's face difficulties implementing digital marketing due to a lack of planning and funding, followed by a lack of understanding and preparation. The research led to the conclusion that social media significantly enhances SME performance in sales | |
| dc.identifier.uri | https://etd.aau.edu.et/handle/123456789/1478 | |
| dc.language.iso | en_US | |
| dc.publisher | Addis Ababa University | |
| dc.subject | Digital marketing | |
| dc.subject | Social media marketing | |
| dc.title | Assessing the Effect of Digital Marketing on Sales Performance of Small & Medium Enterprises (The Case of Addis Ketema Sub City in Addis Ababa City Administration) | |
| dc.type | Thesis |