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Impact of Digital Marketing and IoT Tools on MSME’s Sales Performance and Business Sustainability

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Technological Sustainability and Business Competitive Advantage

Part of the book series: Internet of Things ((ITTCC))

Abstract

The purpose of this study is to look into how different aspects of digital marketing affect both sales success and the viability of an enterprise. For data analysis in this work, Structural Equation Modelling is used along with quantitative approaches, and employed convenient sampling strategy to choose samples. Online questionnaires were distributed to 142 MSMEs in the Hyderabad region, and the returned questionnaires were examined. Data research demonstrates that the impact of digital marketing on sales performance and company sustainability was favorable and significant. Digital marketing can be carried out through a wide variety of platforms, including social media, the Web, and search engine optimization (SEO). The results show that social media is one of the digital platforms that MSMEs use the most regularly. And the outcomes of an increase in the volume of sales generated by SMEs are discussed.

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Author information

Authors and Affiliations

  1. Kristu Jayanti College Autonomous, Bengaluru, India

    D. Ravindran & K. P. Jaheer Mukthar

  2. Universidad Nacional Santiago Antúnez de Mayolo, Huaraz, Peru

    Eva Zarzosa-Marquez, Julián Pérez Falcón & Robert Jamanca-Anaya

  3. Universidad Señor de Sipán, Chiclayo, Peru

    Liset Silva-Gonzales

Authors
  1. D. Ravindran
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  2. K. P. Jaheer Mukthar
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  3. Eva Zarzosa-Marquez
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  4. Julián Pérez Falcón
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  5. Robert Jamanca-Anaya
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  6. Liset Silva-Gonzales
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Corresponding author

Correspondence to K. P. Jaheer Mukthar .

Editor information

Editors and Affiliations

  1. College of Business & Finance, Ahlia University, Manama, Bahrain

    Muneer Al Mubarak

  2. College of Business & Finance, Ahlia University, Manama, Bahrain

    Allam Hamdan

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Ravindran, D., Jaheer Mukthar, K.P., Zarzosa-Marquez, E., Pérez Falcón, J., Jamanca-Anaya, R., Silva-Gonzales, L. (2023). Impact of Digital Marketing and IoT Tools on MSME’s Sales Performance and Business Sustainability. In: Al Mubarak, M., Hamdan, A. (eds) Technological Sustainability and Business Competitive Advantage . Internet of Things. Springer, Cham. https://doi.org/10.1007/978-3-031-35525-7_5

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  • DOI: https://doi.org/10.1007/978-3-031-35525-7_5

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-031-35524-0

  • Online ISBN: 978-3-031-35525-7

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