Impact of Digital Marketing and IoT Tools on MSME’s Sales Performance and Business Sustainability

Ravindran D.; Jaheer Mukthar K.P.; Zarzosa-Marquez E.; Pérez Falcón J.; Jamanca-Anaya R.; Silva-Gonzales L. · Internet of Things (2023) · DOI: 10.1007/978-3-031-35525-7_5

Resumen

The purpose of this study is to look into how different aspects of digital marketing affect both sales success and the viability of an enterprise. For data analysis in this work, Structural Equation Modelling is used along with quantitative approaches, and employed convenient sampling strategy to choose samples. Online questionnaires were distributed to 142 MSMEs in the Hyderabad region, and the returned questionnaires were examined. Data research demonstrates that the impact of digital marketing on sales performance and company sustainability was favorable and significant. Digital marketing can be carried out through a wide variety of platforms, including social media, the Web, and search engine optimization (SEO). The results show that social media is one of the digital platforms that MSMEs use the most regularly. And the outcomes of an increase in the volume of sales generated by SMEs are discussed.

Instituciones: Universidad Señor de Sipán; Universidad Nacional Santiago Antúnez de Mayolo