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


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
Metropolitan Journal of Academic Multidisciplinary Research

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

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