Influence of Digital Marketing Adoption to Leverage Digital Footfall and Enhanced Sales

Abstract

The primary objective of this research is to identify and analyze the influence of digital marketing practises on performance of business of manufacturing enterprises in Delhi-NCR. A quantitative and descriptive research design was implemented in this study. 368 participants from various enterprises were chosen. Questionnaires were used to collect data on the benefits and challenges which are perceived of digital marketing, as well as usage and business performance of these enterprises. SPSS v24.0 is utilized to carry out statistical analysis on the collected data. The study discovered that advantages and problems of digital marketing practices influenced the usage of digital marketing. Furthermore, the execution of digital marketing had a prominent influence on sales and total number of customers of these enterprises, and this relationship was moderated by type and size of businesses. It was discovered that using digital marketing strategies increased business profits by raising digital marketing awareness among consumers and various industries. It made digital marketing easier to implement in various businesses. However, research should be conducted for appropriate generalization in a larger scale.

Citation

Tandur, S., Garg, A. and Rahman, M. (2024), "Influence of Digital Marketing Adoption to Leverage Digital Footfall and Enhanced Sales", Misra, R.K., Purankar, S.A., Goel, D., Kapoor, S. and Sharma, R.B. (Ed.) Resilient Businesses for Sustainability (Advanced Series in Management, Vol. 34B), Emerald Publishing Limited, Leeds, pp. 137-152. https://doi.org/10.1108/S1877-63612024000034B011