The impact of internet marketing on the performance of Saudi Small and medium-sized enterprises (SMEs)

Abstract

There has been increasing awareness about the positive impact of digital marketing on the performance of small and medium-sized enterprises (SMEs) worldwide. However, there is a lack of previous studies on the impact of digital marketing on the performance of SMEs. Therefore, this study aimed to examine the impact of DM on the performance of SMEs in Saudi Arabia. The sample consisted of 150 participants (CEOs, business owners, and managers). The study used a mixed-method design with quantitative and qualitative self-reported measures. The questionnaire was used to collect data. Findings showed that digital marketing has a positive impact on the performance of SMEs in Saudi Arabia in terms of sales, net profit, revenue, competitive advantage, market share, customer retention and customer acquisition. However, return on investment did not experience a significant increase. Lack of awareness about the benefits of digital marketing and high advertising costs were the key barriers to the adoption of DM. To summarise, this study showed that digital marketing has an overall positive impact on the performance of SMEs. For policy implications, the Saudi government should discuss ways to raise awareness about the benefits of digital marketing. Also, there is a need for further studies to examine whether the impact of digital marketing differs depending on the business category. Research Thesis Student's name:Nada Qelayel Jaber Aljuaid Master of management from Norwich Business School at University of East Anglia ‏ Graduation year 2021