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The Role of Digital Marketing in Enhancing Sales Performance: A Case Study of E-Commerce Businesses in Uganda

This study aimed at examining the role of digital marketing in enhancing sales performance among e-commerce
businesses in Uganda, focusing on the impact of various digital marketing strategies, the challenges hindering effective
adoption, and practical solutions to improve digital marketing practices. A multiple linear regression analysis was
employed to assess the relationship between digital marketing strategies (social media marketing, SEO, email
marketing, and PPC) and sales performance. The results indicated that all digital marketing strategies significantly
contributed to increased sales performance, with social media marketing and SEO showing the highest positive
correlation (p < 0.05) with sales growth. However, the study identified key challenges such as the lack of digital
marketing skills, high operational costs, poor internet connectivity, and cybersecurity concerns, all of which negatively
affected the adoption of digital marketing. To enhance digital marketing effectiveness, the study recommended
implementing training programs, improving internet infrastructure, reducing digital marketing costs, strengthening
cybersecurity measures, and fostering government support for e-commerce. The findings underscored the necessity
for comprehensive efforts to leverage digital marketing for sustainable e-commerce growth in Uganda.

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