Digital marketing and its impact on sales of micro and small businesses

Abstract

Currently, digital marketing has revolutionized the way of promoting companies' products and services, as well as the way of communicating with customers, mainly due to the rise that social networks have had, hence the objective of this research is to analyze the effect that digital marketing has on the sales recorded by micro and small businesses in the Estado de Mexico. The study has a descriptive and correlational scope, with a quantitative approach, with a non-experimental cross-sectional design. The data collection tool was the questionnaire. In addition, quota sampling was used and each quota was made up of 32 micro and small businesses. The results of the ANOVA analysis indicate that the value of “p” is 0.000 and therefore p<0.05, which allows establishing statistical evidence that there are differences in the sales of micro and small businesses between the different categories of use of digital marketing. . On the other hand, Spearman's rho correlation coefficient (0.718) indicates the existence of a high positive correlation between the frequency of use of digital marketing and sales in micro and small businesses. The above allows us to conclude that digital marketing generates variability in the sales of micro and small businesses. In addition, there is a high positive relationship between digital marketing and sales of micro and small businesses, this means that as the use of digital marketing increases, sales also increase.