DIGITAL MARKETING AND BUSINESS PERFORMANCE IN SMES DURING THE CORONA PERIOD

Abstract

The coronavirus (COVID-19) pandemic has caused unprecedented hardship for businesses everywhere, especially SMEs. As a result, implementing digital marketing techniques has become a crucial survival strategy and a way to maintain company operations. This study aims to look at how the COVID-19 pandemic has affected the business performance of SMEs and how they use digital marketing. SME customers were given questionnaires as part of the descriptive methodology of this study. The data were examined using SPSS and AMOS statistical methods 22. By illustrating the symbiotic relationship between digital marketing activities and company performance in SMEs throughout the COVID-19 era, the study findings make an academic and practical contribution as the assessment of two critical variables – perceived usefulness and ease of use – was the focus of this research. The ensuing conversations clarified the complex interactions between these factors and their subsequent effects on performance trajectories. The results show different levels of digital adoption and how they impact market resilience, revenue generation and customer engagement. The benefits of increased engagement and flexible company performance have been realized by SMEs that have adopted digital marketing while recognizing its value and finding it easy to integrate into their operations, underscoring the revolutionary power of digital marketing through social media platforms. Therefore, legislators, business support organizations and business owners can SMEs learn from the results of the study on the effectiveness of digital marketing as a proactive response to crises. Looking to the future, the study findings will ultimately help SMEs improve their digital marketing initiatives in order to improve business performance and resilience in the face of unpredictability.

Keywords: Digital marketing, Business performance, SMEs, Covid-19, TAM model, Social media