The Role of Digital Marketing on Business Performance: A Case of Fast Moving – Consumable Goods in Dar es Salaam- Tanzania

Kasilima, Amos (2023) The Role of Digital Marketing on Business Performance: A Case of Fast Moving – Consumable Goods in Dar es Salaam- Tanzania. Masters thesis, The Open University of Tanzania.

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Abstract

This study aimed to examine the role of digital marketing on business performance among SMEs involved with the fast-moving consumable goods (FMCG) sector in Dar es salaam. Specifically, the study examined the relationship between awareness creation on business performance. The study also examined the relationship between customer trust on business performance and examined the relationship between commitment on business performance. The design of this study was explanatory research and questionnaire instrument was used to collect data among SMEs involved with FMCG business in the Kariakoo market. Based on regression analysis, the researcher found that digital marketing usage among SMEs would enhance awareness creation, customer trust, and commitment of customers to the brand, which will lead to business performance. SMEs need to improve the level of visibility on different digital platforms. The study contributes to the theory by adding awareness creation as a variable under the commitment trust theory. Keywords: Digital marketing, business performance, Fast moving Consumable Goods

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