Abstract:
The main aim of the study is to investigate the role of digital marketing on small medium enterprises (SMEs) effectiveness. Moreover, the study aims to observe the moderating role of marketing capabilities to moderate the relationship between digital marketing and SMEs effectiveness. Most of the SMEs are limited in resources and the avoid investing in marketing as marketing related expenses are said to be costly. The domain of digital marketing has been cited by so many well-known and acknowledged academic researchers and unlikely state their point of views to the same. Digital marketing based in social mediums has opened new ways to reach out to build new customer flow in a way that is cost effective and also very easy to implement (Evans, 2012), There are many definitions of paradigms and they are of much importance to address here considering the use of paradigm in this study. In simple words researchers use theory as base to formulate and test the hypothesis, then generalize the results. This research study utilized established theories, hence this study followed deductive approach. Survey methodology was proven to be very helpful in data collection therefore, the present study used survey strategy. The sample size of the study is 250 employees of travel and tours organizations. The study opted simple random sampling technique. The main results of the study is that digital marketing has positive and significant influence on SMEs effectiveness. The correlation test confirms this relationship. Furthermore, the study outcome shows that digital marketing is positively and significantly correlated with information sharing, competitive advantage, and efficiency. It is worth mentioning here that the present study validates that marketing capabilities is moderating the relationship between digital marketing and SMEs effectiveness.
