Abstract: The study is designed to determine the impact of digital marketing barriers on the performance of micro and small online businesses. The hypotheses that were proposed were: access to digital marketing has a significant impact on the performance of micro and small online businesses; the business’ digital marketing knowledge and skills have a significant impact on the performance of micro and small online businesses; and the budget allocated for digital marketing has a significant impact on the performance of micro and small online businesses. The study was done using descriptive research design and employed quantitative research method. The survey was conducted among 60 online business owners who were selected using convenience sampling; however, only 42 questionnaires were used to analyze the results. The Cronbach's alpha was used to check the reliability of the research instrument. The data gathered were analyzed using descriptive and inferential statistics. The frequency, percentage, mean, standard deviation, standard error, R square, and beta were shown to better analyze the results of the survey that was conducted. The result shows that access to digital marketing, the business’ digital marketing knowledge and skills, and the budget allocated for digital marketing have a positive significant impact on the performance of micro and small online businesses.
Keywords: online shopping, online marketing, search engine optimization, social media, email marketing.
Title: THE IMPACT OF DIGITAL MARKETING BARRIERS ON THE PERFORMANCE OF MICRO AND SMALL ONLINE BUSINESSES
Author: Clarisha Dasmariñas
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
Vol. 11, Issue 2, October 2023 - March 2024
Page No: 174-183
Research Publish Journals
Website: www.researchpublish.com
Published Date: 11-December-2023
