Journal
Metropolitan Journal of Academic Multidisciplinary Research
MJAMR
498 E-Marketing and the Growth of Small and Medium Sized Organizations in Uganda. A Case Study of Pride Microfinance, Kampala.
Musiimenta Andria, Omendo Vicent
| Journal | Metropolitan Journal of Academic Multidisciplinary Research (MJAMR) |
| Volume / Issue | Vol. 2, No. 10 |
| Published | 31 October 2023 |
| ISSN | 3006-4384 |
Abstract
This study focused on E-marketing and growth of SMOs. In this study e-marketing (measured by e-marketing channels, e-marketing techniques and e-marketing benefits attributes) was the independent variable and growth of SMOs (measured by cost minimization, marketsize and profitability) was the dependent variable. The study used cross sectional design which enabled the researcher to draw the samples from the population over a short period of time. The study focused on the pride microfinance employees. Each of the departments was used as a cluster in which stratified random sampling was used to select the respondents from all layers in the cluster. Primary data and secondary data collection methods were used. Quantitative methods were used to collect and analyze the data.The research findings shown by correlation analysis generally indicated that there was a significant positive relationship between the e-marketing measures (e-marketing channels, e-marketing techniques and e-marketing benefits) and growth of SMOs measures (cost minimization, marketsize and profitability). From the findings, it was observed that all the independent variables were good and significant predictors, with e-marketing benefits being the best predictor because it had the highest Beta value (.718). This is further supported by the sig. values (p = .000 < .01), followed by emarketing channels and finally e-marketing techniques.The researcher recommended that the management of pride microfinance should put more resources into emarketing for support the growth of the organization.
Keywords
e-marketing
growth
small and medium sized organizations
Cite This Article
Musiimenta Andria & Omendo Vicent (2023). 498 E-Marketing and the Growth of Small and Medium Sized Organizations in Uganda. A Case Study of Pride Microfinance, Kampala. Metropolitan Journal of Academic Multidisciplinary Research, 2(10). https://journals.miu.ac.ug/pages/article.php?article_id=1090
More in This Issue
View full issue →
21
Financial Institutions and Welfare of Low-Income Salary Earners in Kamwenge District: A Case of Kamwenge Town Council
financial institutions
welfare
low income and salary earners
22
Financial Reports and Financial Stability of an Organization: A Case of Vision Africa, Kampala
financial reports
financial stability and organization
23
Fishing Activities as a Tool for Social and Economic Development of Uganda, a Case Study of Kasenyi Landing Katabi Sub County Wakiso District
fishing activities
social and economic development
24
Forced Migrations and Regional Security. A Case Study of West Nile
forced migrations and regional security
25
Ginger Farming and Socio-Economic Development of Communities. A Case Study of Kibuga Sub County Butambala District
ginger farming
socio-economic development and communities