Abstract:
The general objective of the study is to assess Effect of Digital Marketing on Business
Profitability The Case of Nifas Silk Lafto Sub City Small Scale Enterprises. The data
collected from 310 employee and 5 leader of SME and 5 experts of Enterprise and Industry
development office of sub city. Closed-ended questionnaires along with interview were used
for data collection. The selections of the employee carried out by using convenience
sampling techniques, further, leaders taken by using purposive sampling. The quantitative
data analyzed with, frequency, percentages and regression. The study indicated that business
profitability of Small Scale Enterprises in NSL sub city show improvement. The study
indicted social media marketing has a positive impact on buying decision, encourage better
understanding of customer’s needs, cut down the cost of operation and increase brand
awareness of enterprise. on engaging with customers majority of respondents moderate
agreed that mobile marketing has enable the business to engage easily with customer. The
study found that internet marketing had led to more sales, reduced marketing expenses, and
increased profitability. Further, the study found that the introduction of internet marketing
had led to more sales, reduced marketing expenses, and increased profitability of the retail
businesses.
In general, the study clearly shows, among the three factors, multiple linear
regressions analysis revealed Internet Marketing makes the strongest contribution to
explaining the dependent variable. Further, social media marketing makes the medium
contribution to explaining the dependent variable. However, Mobile Phone has small
significant effect on SSE profitability. There is need for SSE sector to enter into a partnership
arrangement with the telecommunication service providers so that to strength of internet and
network coverage countrywide can be strengthened.
