Title: The Role of Digital Marketing in Enhancing Sales Performance: A Case Study of E-Commerce Businesses in Uganda
Authors: Ahumuza Audrey, Kyomuhendo Charlotte
Volume: 9
Issue: 2
Pages: 38-43
Publication Date: 2025/02/28
Abstract:
This study aimed at examining the role of digital marketing in enhancing sales performance among e-commerce businesses in Uganda, focusing on the impact of various digital marketing strategies, the challenges hindering effective adoption, and practical solutions to improve digital marketing practices. A multiple linear regression analysis was employed to assess the relationship between digital marketing strategies (social media marketing, SEO, email marketing, and PPC) and sales performance. The results indicated that all digital marketing strategies significantly contributed to increased sales performance, with social media marketing and SEO showing the highest positive correlation (p < 0.05) with sales growth. However, the study identified key challenges such as the lack of digital marketing skills, high operational costs, poor internet connectivity, and cybersecurity concerns, all of which negatively affected the adoption of digital marketing. To enhance digital marketing effectiveness, the study recommended implementing training programs, improving internet infrastructure, reducing digital marketing costs, strengthening cybersecurity measures, and fostering government support for e-commerce. The findings underscored the necessity for comprehensive efforts to leverage digital marketing for sustainable e-commerce growth in Uganda.