Role of Digital Marketing in Empowering MSMEs: Adoption Practices and Performance Impact

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Observational analysis finds digital marketing adoption enhances business performance in MSMEs, suggesting crucial implications for competitiveness.

Digital marketing adoption significantly improves business performance, enhancing growth potential and market presence.
Key factors influencing adoption include resource availability and digital literacy, affecting almost all MSMEs identified in the study.
Analysis of MSMEs in Kerala reveals a gap in digital marketing practices, highlighting the need for enhanced training and support.
Understanding the performance impact of digital marketing can empower policymakers to better support MSMEs in the digital landscape.

Mullool et al. (2025) studied this question.

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Observational analysis finds digital marketing adoption enhances business performance in MSMEs, suggesting crucial implications for competitiveness.