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Stream/Area:
-
Subject:
-
Paper ID:
IJSREM66195
Volume:
10 |
7 |
Jul 2026
Pages:
1-11
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
MBA
Vidya Vikas Institute of Engineering and Technology, Mysore
Assistant Professor,
Vidya Vikas Institute of Engineering and Technology, Mysuru
The objective of this study is to study the adoption and impact of digital marketing strategies on small business in Mysuru. A quantitative, non-experimental descriptive study methodology was employed to gather data from a sample of fifty local small business owners, primarily male and within the mid-career age range of 26 to 45 years, through the administration of a structured questionnaire. This study addresses an important gap in understanding how resource-constrained small enterprises bridge the ‘digital divide’ and translate online activity into tangible organisational benefits. The null hypothesis was rejected as a result of statistical analysis that produced a high reliability coefficient (Cronbach's Alpha of 0.857) and was validated by SPSS hypothesis testing, indicating a strong positive correlation between organizational growth and digital integration. Important results show that social media platforms like Facebook and Instagram are widely used in conjunction with regular content updates. Moreover, a significant 80% of respondents credited their digital marketing efforts for increased direct sales revenue, while 64% of respondents noted enhanced brand visibility. However, despite these accomplishments, the substantial number of indifferent responses highlights the persistent uncertainties surrounding the strategic application of technology and performance measurement. The study concludes that digital integration is a powerful instrument for market competitiveness in the region. Nonetheless, small business owners need to shift from basic content deployment to data-driven tracking mechanisms, such as platform analytics and conversion metrics, to address operational gaps and achieve sustainable business growth.
KEYWORDS
In conclusion, this research highlights that digital marketing has become a vital component for small businesses in the Mysuru district, directly contributing to improved brand visibility and increased sales revenue. The findings demonstrate that most business owners are actively utilizing social media platforms and maintaining consistent content updates, which effectively bridges the gap between traditional practices and modern digital engagement. While a small portion of the business community remains neutral regarding the specific impact of these strategies, the overall data confirms that digital integration is a key driver for business growth and market competitiveness in the region
· Rajan, S.R., Bhagat, R., Sambargi, S (2021): Effect of digital marketing strategies adopted by female entrepreneurs on business performance. · Ellis-Chadwick, F. and Chaffey, D. (2019) Strategy, execution and practice of digital marketing. 7th edition. · Chatterjee, S., & Kar, A. K. (2020). Pearson Education The empirical evidence from India explains the reason behind small and medium-sized businesses using social media marketing and the results of the same. Enterprise Information Management Journal, 33(5), 1269-1296. · Armstrong, G., & Kotler, P. (2021) Marketing Principles, 18th edition. · The local business community, Pearson. (2025). Mysuru District’s annual report on small business growth and trends. · Miah, S. J. (2022). The impact of decision support systems and business analytics on e-commerce of SMEs. Decision Systems Journal, 31 (2), 205-224. · Reddy, D. N. M. (2023). evaluating the impact of digital marketing on small business growth. International Journal of Social Science & Management Research Review, 10(4). · Fukey, L., & Sinha, M. (2021). Factors affecting online visibility of small and medium enterprises in India. International Journal of Electronic Commerce Studies, 12(2), 158-182. · J. Upadhyay (2022). Digital Marketing Strategies for Inclusive Growth in Micro Small and Medium Enterprises International Journal of Management and Commerce Research, Vol.13, Issue 6. · Verma, A. (2024). The Impact of Digital Marketing Adoption on Business Performance Small Business & Entrepreneurship Journal, 36(1)
Publication Date
7/18/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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Conflict of Interest
The authors declare no conflict of interest related to this research work.
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