Digital Marketing and Performance of Small and Medium Enterprises in Nakawa Division, Kampala District.

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dc.contributor.authorMwesigwa Nanyolo Alison Esther
dc.date.accessioned2026-07-06T08:16:53Z
dc.date.available2026-07-06T08:16:53Z
dc.date.issued2025-09-04
dc.descriptionThis is a master's thesis.
dc.description.abstractThe study examined how digital marketing affects Kampala District small and medium companies. The cross-sectional study included 181 respondents and self-administered questions. SPSS was used to analyse the data using mean, standard deviation, correlation, and regression models. A positive and strong association was found between online marketing and SME success. The findings showed a strong relationship between online marketing and SME performance. SMEs' success was positively correlated with social media marketing. Mobile Phone Marketing, Internet Marketing, and Social Media Marketing predict SME performance, the study found. The research recommends that SMEs maintain current social media profiles to engage customers based on the findings. SMEs should plan and pay for digital marketing tools and applications, while start-ups, technology enthusiasts, start-up ecosystems, and established businesses should prioritize online marketing.
dc.description.sponsorshipDR. Kassim Ssenyanga, (PhD) (Makerere University Business School) & MR. Kassim Mukuuma, (Makerere University Business School)
dc.identifier.citationMwesigwa, N. A. E. (2025). Digital Marketing and Performance of Small and Medium Enterprises in Nakawa Division, Kampala District. (unpublished master's dissertation). Makerere University Business School, Kampala, Uganda.
dc.identifier.urihttp://hdl.handle.net/20.500.12282/5632
dc.language.isoen
dc.publisherMakerere University Business School
dc.rightsAttribution-NonCommercial-NoDerivs 3.0 United Statesen
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/3.0/us/
dc.titleDigital Marketing and Performance of Small and Medium Enterprises in Nakawa Division, Kampala District.
dc.typeThesis
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