Please I would appreciate suggestions on theoretical frameworks on the impact of digital marketing on business growth and performance for SMEs. I am wondering if there is just the 1 theory or perhaps one has to combine a couple of theories to perform this research. Thank you
I am quite sure that there is not a single theory but rather a combination of theories. Kannan and Li Article Digital marketing: A framework, review and research agenda
have proposed a relatively solid framework of digital marketing impact. Regarding companies, the primary framework's ingredients are digital market research, product pricing, social media and internet promotion and digital placing. While this research does not concern SMEs specifficaly, its analysis regarding the companies' part is a good example of digital marketing impact on businesses.
Maybe this book can help you.I saw on the internet:
Building Your Small Business with Digital Marketing, Publisher: Avery Swartz, Year: 2020
Hi Sir, Im currently working with my dissertation paper on CHALLENGES OF RETAIL MARKETING TOWARDS CREATION OF BUSINESS OPPORTUNITIES, but my Dean would like me to change the title i have, can you suggest how could I improve my title?
Pavlos Kilintzis, Thank you so much for your response. Really appreciated. interestingly, this article came up on my radar while looking for information on this topic. Kind Regards Ibelema
Alejandro García Garnica, Thank you very much for taking the time to respond to my enquiry. I will look this book up. Thank you.
@jocelyn, if you can provide some information on your research i.e aim and objectives, research question, I might be able to assist. Also, has your Dean given you a specific reason for the title change?.
Glad to share our last publication:
Article Fostering Product Innovation Through Digital Transformation ...
Regards.
relate to digitized version of Business Canvas by Strategyzer for the digital transformation and business models. You may consider as well Digital Engagement Canvas. Usefull not only for SMEs
In my opinion, it is best for the model to contain a theory about business in addition to a theory about technology to be associated with digital marketing and its impact, which greatly enhances the model.
Thank you Mahmood, please can you suggest relevant theories? Thank you
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