Title: Digital Marketing Strategies And The Commercial Performance Of Small And Medium Sized Enterprises: Case Study Of Cameroon
Authors: YOUMBI ZIDENIE AFANYA and Dr. NKENE NDEME RICHARD
Volume: 9
Issue: 4
Pages: 384-400
Publication Date: 2025/04/28
Abstract:
Marketing has been a challenge for small and medium enterprises (SME) around the world due to its cost. Traditional marketing which involves television, radio and billboards come at a cost way high for these SME and therefore growth of these companies becomes a challenge due to low sales as a result of awareness of goods and services provided. Digital marketing strategies has provided small and medium enterprises a platform to create awareness to consumers on what they offer due to their relatively low cost. Previous studies done in relation to the effect of digital marketing and social marketing either had operational or environmental differences which provided a research gap hence motivated the study objective which is to verify the influence of digital marketing strategies on the commercial performance of SME in Cameroon. Data were collected from 125 managers/owners/key workers of SME selected through a purposive sampling method. The data was collected with the help of a questionnaire as a data collection tool, the responses were analysed through Pearson correlation test, using the SPSS V22 software. The Ordinary Least Square method was used to test the long run relationship between the variables. The results obtain shows that there exists a positive relationship between Digital marketing strategies and commercial performance of SME in Cameroon. These results suggest that Digital marketing strategies practices be encourage by stakeholders. The study propose that further research should be carried out on the other variables influencing commercial performance in Cameroon.