Mushi, Hellena Mohamedy
A icle
Digi al ma ke ing s a egies and SMEs pe o mance in
Tanzania: insigh s, impac , and implica ions
Cogen Business & Managemen
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Digi al ma ke ing s a egies and SMEs
pe o mance in Tanzania: insigh s, impac , and
implica ions
Hellena Mohamedy Mushi
To ci e his a icle: Hellena Mohamedy Mushi (2024) Digi al ma ke ing s a egies and SMEs
pe o mance in Tanzania: insigh s, impac , and implica ions, Cogen Business & Managemen ,
11:1, 2415533, DOI: 10.1080/23311975.2024.2415533
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MARKETING | RESEARCH ARTICLE
Cogen Business & ManageMen
2024, VoL. 11, no. 1, 2415533
Digi al ma ke ing s a egies and SMEs pe o mance in Tanzania:
insigh s, impac , and implica ions
Hellena Mohamedy Mushi
Depa men o Business s udies, Mzumbe uni e si y Mbeya Campus College, anzania
ABSTRACT
This a icle examines he in e connec ed na u e o digi al ma ke ing s a egies,
encompassing sea ch engine op imiza ion, con en ma ke ing, social media ma ke ing,
email ma ke ing, in luence ma ke ing, paid ad e ising, and da a analysis and he
pe o mance o small and medium en e p ises (SMEs) in Tanzania which encompasses
a ious ac o s, including sales g ow h, ma ke sha e, and ma ke de elopmen . A o al
o 335 small and medium-sized en e p ises (SMEs) used a sys ema ic andom selec ion
me hod o da a collec ion. The necessa y da a was ga he ed by he esea che using a
s uc u ed ques ionnai e. Pa ial leas squa es–s uc u al equa ion modeling (PLS–SEM)
was used in he da a analysis p ocess. The esul s o he s udy demons a e a no able
co ela ion be ween he digi al ma ke ing s a egies dimension and he SMEs
Pe o mance dimensions in Mbeya Ci y. Addi ionally, he a icle e eals ha he e we e
no obse ed mode a ion impac s o dynamic en i onmen on digi al ma ke ing
s a egies and SME pe o mance. The a icle emphasizes he necessi y o en ep eneu s
o p ope ly u ilize digi al ma ke ing s a egies. This a icle p o ides signi ican insigh s
o schola s and p ac i ione s in e es ed in u ilizing digi al ma ke ing me hods o
enhance he pe o mance o SMEs in Tanzania. These insigh s a e de i ed om a
comp ehensi e syn hesis o he mos ecen esea ch in he ield. Resea ch o u u e
s udies was ecommended.
1. In oduc ion
I is indispu able ha small and medium-sized i ms (SMEs) a e c i ical o he ad ancemen o
socio-economic de elopmen , especially in de eloping na ions, whe e hey con ibu e signi ican ly o job
c ea ion and he g ow h o he g oss domes ic p oduc (John e al., 2021; Kweka, 2022; Wazi i & Nnko,
2023). The a o dabili y, po abili y, and ease o use o sma phones is d i ing he g ow h o e-comme ce
as echnology con inues o ans o m businesses and communi ies (Ki ole e al., 2024; Malipula, 2023;
Raghuna h e al., 2024). Globally, a signi ican p opo ion, anging om 40% o 70%, o SMEs engage in
c oss-bo de ope a ions, he eby making a signi ican con ibu ion o 55–65% o he o e all expansion o
he global economy. Addi ionally, hese SMEs play a c ucial ole in gene a ing employmen possibili ies,
accoun ing o app oxima ely 79% o he o al employmen oppo uni ies c ea ed (John, 2024). Shi ing
ocus owa d Tanzania, small and medium-sized en e p ises encoun e a o midable a e o ailu e, as an
es ima ed 90% do no endu e pas hei i h yea o ope a ion (Madila & Pone a, 2024). The a o emen-
ioned challenges can be asc ibed o ac o s such as limi ed inancial esou ces, inadequa e p o iciency
in business adminis a ion, a dea h o ma ke ing s a egies, and he p o ision o subs anda d p oduc s
o se ices (Wazi i & Nnko, 2023).
Because digi al ma ke ing is essen ial o small and medium-sized businesses’ g ow h, his s udy has
signi ican con ibu ion o small and medium-sized business owne -manage s who can engage di ec ly
wi h hei cus ome s h ough digi al ma ke ing and ela ed echnology solu ions, enhancing he compa-
ny’s epu a ion and os e ing mo e cus ome loyal y (Changalima e al., 2023). Small and medium-sized
© 2024 he au ho (s). Published by in o ma uK Limi ed, ading as aylo & F ancis g oup
CONTACT Hellena Mohamedy Mushi [email p o ec ed]. z Depa men o Business s udies, Mzumbe uni e si y Mbeya Campus
College, anzania
h ps://doi.o g/10.1080/23311975.2024.2415533
his is an open access a icle dis ibu ed unde he e ms o he C ea i e Commons a ibu ion License (h p://c ea i ecommons.o g/licenses/by/4.0/), which
pe mi s un es ic ed use, dis ibu ion, and ep oduc ion in any medium, p o ided he o iginal wo k is p ope ly ci ed. he e ms on which his a icle has been
published allow he pos ing o he accep ed Manusc ip in a eposi o y by he au ho (s) o wi h hei consen .
ARTICLE HISTORY
Recei ed 29 Ap il 2024
Re ised 31 July 2024
Accep ed 2 Oc obe 2024
KEYWORDS
Digi al ma ke ing
s a egies; SMEs
pe o mance; Tanzania;
Dynamic en i onmen ;
PLS-SEM
SUBJECTS
Business, Managemen
and Accoun ing; Finance;
Indus y & Indus ial
S udies
2 H. M. MUSHI
businesses ypically lack he esou ces and ma ke ing clou o hei la ge compe i o s, bu cus ome s
equen ly make decisions abou a business based solely on i s websi e (Saleh e al., 2023). SMEs can
h i e in a global ma ke whe e consume s ha e easy access o a weal h o in o ma ion by inco po a ing
digi al ma ke ing in o hei cu en ope a ions (T esnasa i, 2023). Thus, in o de o gua an ee e enue
de elopmen and success, owne -manage s o SMEs need o know how o sell hei o e ings o p ospec-
i e clien s.
A lo o esea ch ha e been conduc ed in de eloped coun ies on digi al ma ke ing and SMEs pe o -
mance (Johnson-Debe y, 2023; He zing, 2024; Ha ne -Mo ill, 2023; Shahbandi, 2023; Zaha a e al., 2023)
and he esul we e mixed which call o mo e esea ch in ha a ea especially in Tanzania. The e o e, i is
c ucial o SMEs o possess a me iculously designed and measu able digi al ma ke ing s a egy o p o i-
cien ly o e come hese challenges and achie e he desi ed esul s (John, 2024; Kisanga, 2024). Though a
ew esea ch we e done on digi al ma ke ing and SMEs pe o mance in Tanzania (John, 2024; John e al.,
2021) no s udy employs he Resou ce Based View (RBV) heo y o assess he pe o mance o SMEs in
Tanzania. The e alua ion speci ically cen e s on he pe spec i e o digi al ma ke ing s a egies (DMS), which
encompasses sea ch engine op imiza ion (SEO), con en ma ke ing (CM), social media ma ke ing (SMM),
email ma ke ing (EM), in luence ma ke ing (IM), paid ad e ising (PA), and da a analysis (DA) and SMEs
pe o mance which encompasses: sales g ow h (SG), ma ke sha e (MS) and ma ke de elopmen (MD),
wi h dynamic en i onmen as a mode a o . The main objec i e o his jou nal a icle is o examine he
ela ionship be ween digi al ma ke ing s a egies (DMS) and dynamic en i onmen (DE) and o ganiza ion
pe o mance wi hin he con ex o SMEs in Tanzania. The key esea ch ques ion o his s udy was: ‘wha
ole does dynamic en i onmen play on he ela ionship be ween digi al ma ke ing s a egies and SMEs
pe o mance?’ A concep ual amewo k was de eloped o demons a e he p oposed ela ionships and
hypo heses we e es ed. The cu en pape p esen ed a ele an li e a u e e iew in sec ion 2, ollowed by
he sunmma y o esea ch hypo heses and concep ual amewo k in sec ion 3, me hodology in sec ion 4,
empi ical esul s in sec ion 5, discussions in sec ion 6, and eseach implica ions and conclusion in sec ion 7.
2. Li e a u e e iew
The business landscape in Tanzania has unde gone no able ans o ma ions due o he use o digi al
ma ke ing s a egies. This has esul ed in a subs an ial in luence on he me hods u ilized by businesses
o handle ma ke ing communica ions and imp o e p oduc p omo ion.
2.1. SMEs pe o mance
The schola ly li e a u e in e ed om his ha SMEs whose owne s a e in ol ed in a web o en ep e-
neu ial ne wo ks s and a good p obabili y o exceeding inancial a ge s in business success also, ha
business ne wo ks and suppo ing ne wo ks a e s a is ically signi ican and posi i ely associa ed wi h
in e nal business (John, 2024). This cons uc se es as an indica o o a company’s alignmen wi h i s
in ended ajec o y (John e al., 2021). In o de o main ain compe i i eness, i is impe a i e o small and
SMEs o conduc egula e alua ions o hei pe o mance (Abubaka & Chille, 2023; Nkwabi & Mboya,
2019). Va ious s udies ha e iden i ied mul iple pe o mance indica o s based on hei speci ic c i e ia.
Acco ding o Magasi and Kimambo (2024), unde lining he ising need o mixing echnological ech-
niques wi h con en ional app oaches o achie e con inuous compe i i eness and success in he local
ma ke . The pe o mance o SMEs can be signi ican ly imp o ed by he implemen a ion o se e al poli-
cies, such as inancial se ices policies, c edi acili y and managemen policies, and ma ke ing manage-
men policies (Malipula, 2023; Mang’ana e al., 2023). Acco ding o Kweka e al. (2021), SMEs can g ow
h ough ela ionships wi h la ge companies h ough inc eased p oduc i i y, compe i ion, lea ning, and
ma ke expansion, bu hese ela ionships a e gene ally a e in Tanzania, bu success depends on policy
suppo . Kiyabo and Isaga (2020) added o he body o knowledge by p esen ing da a on he u iliza ion
o pe sonal weal h as a pe o mance indica o o SMEs.
O e he yea s, nume ous s udies ha e been conduc ed o iden i y and examine he pe o mance o
SMEs. The p edic o s o an eceden a iables examined in hese s udies a e di e se. The models used o
s udy SME pe o mance a e also a ied, anging om complex o simple, and a e o en inconsis en and
COGENT BUSINESS & MANAGEMENT 3
agmen ed (Albimani, 2022; Hanoun, 2022; He zing, 2024; Magasi & Kimambo, 2024; Ma ins, 2023; Saleh
e al., 2023; Zaha a e al., 2023). These s udies ha e epo ed co ela ions wi h SMEs pe o mance, wi h
agmen a ion a ising no only om he numbe o p edic o s bu also om a lack o consensus on he
di ec and indi ec p edic o s o SME pe o mance models. Business pe o mance e e s o a i m’s abili y
o mee i s objec i es and sa is y i s p ima y s akeholde s. E alua ing business pe o mance is essen ial
o gauge i s e ec i eness and e iciency (Magasi & Kimambo, 2024). SMEs should ho oughly unde s and
digi al ma ke ing, as i can o e signi ican pe o mance bene i s (Madila & Pone a, 2024). The e is a
no able co ela ion be ween he success o SMEs and he p ac ice o digi al ma ke ing (Albimani, 2022;
Algumzi, 2022; John, 2024; Ma ins, 2023).
2.2. Digi al ma ke ing s a egies
The e m ‘Digi al Ma ke ing S a egy’ pe ains o he s a egic plans and me hodologies employed by i ms
o o ganiza ions o exploi digi al media and in e ne echnology o he pu pose o p omo ing hei p od-
uc s, se ices, o b ands, as well as engaging wi h online consume s (Fu e & Lyimo, 2019). Acco ding o
Suluo (2024), he p ima y goals o a digi al ma ke ing s a egy encompass he a ainmen o a speci ic a ge
audience, enhancemen o cus ome engagemen , and gene a ion o luc a i e ansac ions. Abubaka and
Chille (2023) posi s ha a di e se a ay o digi al ma ke ing s a egies is a ailable o o ganiza ions o employ.
Nume ous channels acili a e en e p ises in e icien ly showcasing hei p oduc s in a digi al o ma o a
b oade spec um o po en ial buye s, so enhancing hei compe i i e ad an age Madila and Pone a (2024)
asse s ha Tanzanian SMEs aced echnical di icul ies wi h da a olume, di e si y, and analy ical capabili ies.
The epo sugges s ha ICT in as uc u e be imp o ed and ha s akeholde s in SMEs o e aining.
The di icul ies in in eg a ing digi al ma ke ing s a egies in o a company’s ope a ions demons a e he
bene i s o hese s a egies, bu he e a e d awbacks o hei applica ion in business se ings. Among he
di icul ies businesses encoun e when implemen ing digi al ma ke ing s a egies on ope a ions a e
human esou ces and ime commi men (Kimicho, 2020). In gene al, smallholde a me s hough ha
mobile phone echnologies we e a sui able means o communica ion o s ay upda ed ega ding in o -
ma ion ela ed o ag icul u al ma ke ing. (Mushi e al., 2024; Nyagango e al., 2023). Ne e heless, despi e
he po en ial inancial bene i s and inc eased accessibili y, o ganiza ions ha e no el obs acles when i
comes o gene a ing online con en and o e seeing digi al engagemen s wi h cus ome s, hence equi -
ing he de elopmen o esh p o iciencies and capabili ies (Pongwe & Chu k, 2024). The unc ion o
Small and Medium-Sized En e p ises (SMEs) in p omo ing economic de elopmen a a wo ldwide le el is
o signi ican impo ance (Madila & Pone a, 2024).
Ne e heless, i is c ucial o emphasize ha a subs an ial pa o small and medium-sized i ms (SMEs)
in Tanzania. Tanzania has implemen ed many digi al ma ke ing s a egies, such as sea ch engine op imi-
za ion, con en ma ke ing, social media ma ke ing, email ma ke ing, in luence ma ke ing, paid ad e is-
ing, and da a analysis (Changalima e al., 2023). The p oli e a ion o mobile phone usage and in e ne
connec i i y in Tanzania has esul ed in a no able p e alence o digi al engagemen among Tanzanian
indi iduals, hence os e ing a a o able en i onmen o conduc ing online ansac ions (Haji e al., 2023).
Small and medium-sized i ms (SMEs) a e o u mos impo ance in he Tanzanian economy and se e as
subs an ial ca alys s o economic expansion in any gi en coun y (John, 2024; Madila & Pone a, 2024;
Shau i e al., 2023). The co ela ion be ween he pe o mance o he small and medium-sized i m (SME)
sec o and he o e all economic pe o mance o a na ion is signi ican (Ma ins, 2023). Wi hin he ealm
o small and medium-sized companies (SMEs), bo h schola s and p ac i ione s con inually s i e o iden-
i y oppo uni ies o imp o ing o ganiza ional pe o mance. This asse ion holds special signi icance o
assessing he impac o digi al ma ke ing s a egies (DMS) on he pe o mance o small and medium-sized
en e p ises (SMEs), as well as de e mining he oppo uni ies ha SMEs can pu sue and he ex en o
which hey ul ima ely in luence SMEs’ pe o mance (John, 2024; Shau i e al., 2023).
2.3. Mode a ing a iable: dynamic en i onmen
The concep o en i onmen al dynamism e e s o he ex en o unp edic able luc ua ions in a co -
po a ion’s ex e nal en i onmen . Te ms like unce ain y, ola ili y, and high- eloci y a e used in
4 H. M. MUSHI
academic discussions o desc ibe his no ion o unp edic able change (Solyuko a, 2020). The li e a-
u e ex ensi ely documen s how en i onmen al dynamism in luences he ela ionship be ween SMEs
cha ac e is ics and pe o mance. Fo ins ance, Ha ne -Mo ill (2023) a gues ha dynamic wo kplaces
equi e manage s who ho oughly unde s and hei su oundings and can adap acco dingly.
Addi ionally, hese en i onmen s demand adap able wo ke s who seek compa ibili y wi h hei su -
oundings h ough collabo a i e eamwo k (Siddiqui e al., 2024). The impac o he business en i-
onmen on he ope a ional ou comes o SMEs is well-acknowledged in schola ly li e a u e
(Valdez-Juá ez e al., 2024).
3. Summa y o esea ch hypo heses and concep ual model
To conclude he li e a u e e iew, he s udy p oposes he ollowing hypo heses o he esea ch objec i es:
Hypo hesis (H1): Digi al ma ke ing s a egies (such as sea ch engine op imiza ion, con en ma ke ing, social
media ma ke ing, email ma ke ing, in luence ma ke ing, paid ad e ising, and da a analysis) will signi ican ly
p edic SMEs pe o mance.
Hypo hesis (H2): The dynamic en i onmen will mode a e he ela ionship be ween digi al ma ke ing s a egies
and SMEs pe o mance.
Figu e 1 shows he concep ual amewo k o he s udy.
4. Me hodology
4.1. Sample da a
The esea ch adop ed a quan i a i e me hodology, using a ques ionnai e o collec da a om small
and medium-sized en e p ise pa icipan s in Mbeya Ci y, Tanzania. The esea ch popula ion consis ed
o small and medium-sized se ice-o ien ed businesses loca ed in Mbeya Ci y, Tanzania. The en ance
o SADC, which encompasses a wide ange o en ep eneu ial pu sui s, including bo h small and
majo i ms, is one o he ac o s ha in luenced he choice o Mbeya Ci y (Mbegu e al., 2024).
Mo eo e , he ci y is home o a sizable numbe o se ice-o ien ed SMEs, which a e he subjec o
his s udy (Mwidege, 2024). The Di ec o a e o Resea ch and Pos g adua es S udies (MZUMBE -DRPS),
he Uni e si y o Mzumbe’s e hical and esea ch commi ee, p o ided e hical app o al o his s udy
p io o s a ing he da a ga he ing p ocess. Addi ionally, he esponden s’ ag eemen o pa icipa e
in he su ey was eques ed in w i en and p o ided a he s a o he su ey. The s udy app op i-
a ely ecognized all da a sou ces and main ained he anonymi y o he esponden s. Da a we e ga h-
e ed om indi iduals se ing as owne s o manage s o SMEs. The s udy in ol ed a sample size o
500 pa icipan s, u ilizing a d op and pick app oach o da a collec ion. A o al o 450 ques ionnai es
we e dis ibu ed o small and medium-sized se ice-o ien ed business owne -manage s in Mbeya
Ci y Tanzania and 335 ully comple ed ques ionnai es we e e ie ed, esul ing in a 74% esponse
a e. Analysis was conduc ed using SMART-PLS 4, including a ac o analysis o assess he ins u-
men ’s eliabili y and alidi y. Hypo heses we e es ed using mul iple eg ession and hie a chical
eg ession. The sampling me hodology employed was mul i-s age clus e /p opo iona e sampling
echnique (Rea & Pa ke , 1992). Sampling Size de e mina ion was p opo iona e sampling echnique
(K ejcie & Mo gan, 1970).
The s udy employed he Resou ce Based View (RBV) amewo k o suppo he a iables unde
in es iga ion, RBV p o ides a comp ehensi e heo e ical basis o unde s anding how small and
medium en e p ises can gain a compe i i e ad an age by e ec i ely using digi al ma ke ing s a -
egies (Changalima e al., 2023; Johnson-Debe y, 2023; Saleh e al., 2023; Zaha a e al., 2023). The esou ce-
based concep sugges s ha digi al ma ke ing s a egies, such as sea ch engine op imiza ion, con-
en ma ke ing, social media ma ke ing, email ma ke ing, in luence ma ke ing, pay-pe -click ad e -
ising and display ad e ising, se e as in e nal esou ces ha can c ea e compe i i e ad an ages
COGENT BUSINESS & MANAGEMENT 5
(Zaha a e al., 2023). This jou nal a icle aimed o examine he impac o digi al ma ke ing s a e-
gies on SMEs’ o ganiza ional pe o mance, in line wi h he RBV heo y, while add essing a gap in
he li e a u e by including he dynamic en i onmen as a mode a ing a iable wi hin he RBV
amewo k. Exis ing li e a u e explo es a ious ac o s ha signi ican ly in luence he ela ionship
be ween di e en digi al ma ke ing s a egies, such as Fi m Size Jung and Shegai (2023) and pe -
o mance. Howe e , aligning c ucial o ganiza ional componen s wi h he dynamic en i onmen has
been shown o yield mo e a o able ou comes (Wahab, 2016).
4.2. Da a analysis echnique
The s udy u ilized Pa ial Leas Squa e S uc u al Equa ion Modeling (PLS-SEM), speci ically SMART PLS 4,
o es he esea ch model. The esea che s chose PLS-SEM o e Co a iance-Based S uc u al Equa ion
Modeling (CB-SEM) because PLS-SEM does no assume no mal dis ibu ion o da a, making i sui able o
non-no mal da a (Goodhue e al., 2012). This app oach was adop ed o explain he a iance in he
de ailed a iables e ec i ely (Hai & Alame , 2022). Al-Em an e al. (2019) no ed ha PLS is app op ia e
o explo a o y s udies, which u he jus i ied i s use in his esea ch. Sma PLS 4 was employed o es
he esea ch hypo heses.
Figu e 1. Concep ual amewo k.
6 H. M. MUSHI
4.3. Measu emen o he cons uc s
Exis ing li e a u e was used o measu e he esea ch cons uc s, wi h mino modi ica ions o bo h he
measu emen s and scales. The dependen a iable, SMEs pe o mance was e alua ed using h ee i ems
o sales g ow h h ee i ems o ma ke sha e, and wo i ems o ma ke de elopmen , adap ed om
(Fa ida, 2016; Gunday e al., 2011; Mu anu, 2017; Zaha a e al., 2023). The independen a iable, digi al
ma ke ing s a egies, included dimensions such as sea ch engine op imiza ion wi h six i ems, con en
ma ke ing wi h six i ems, social media ma ke ing wi h se en i ems, email ma ke ing wi h se en i ems,
in luence ma ke ing wi h se en i ems, paid ad e ising wi h six i ems, and da a analysis wi h se en
i ems, adap ed om Mu anu (2017). The dynamic en i onmen was measu ed using i e i ems adap ed
om Wahab (2016). The s udy employed a se en-poin Like scale (1 = S ongly Disag ee, 2 = Disag ee,
3 = Sligh ly Disag ee, 4 = Neu al, 5 = Sligh ly Ag ee, 6 = Ag ee, 7 = S ongly Ag ee) o gauge esponden s’
ag eemen o disag eemen wi h he cons uc s. The measu emen app oach ecei ed posi i e eedback.
Table 1 illus a es hese de ails.
Table 1 shows he summa y o he cons uc ’s indica o s ques ionnai e and he a ious li e a u e
sou ced and scale measu emen .
Table 1. Va iable, a iables de ini ions.
Va iables Va iables De ini ion indica o s au ho s
1. Digi al
Ma ke ing
Digi al Ma ke ing a ma ke ing ac i i y including:
1. sea ch engine op imiza ion (seo) e e s o he delibe a e
ac ions aken by a co po a ion o enhance he posi ioning and
p ominence o i s websi e inside he unpaid, o ganic sea ch
engine esul s. sea ch engine op imiza ion (seo) encompasses
he s a egic use o pe inen keywo ds, he c ea ion o
high-quali y con en , and he u iliza ion o a ious echniques
wi h he objec i e o enhancing he likelihood o a aining a
p ominen posi ion on he i s page o sea ch engine esul s.
2. Con en Ma ke ing: in o ma ion ma ke ing e e s o he
s a egic p ac ice o p oducing and dissemina ing aluable
in o ma ion, encompassing many o ms such as blog a icles,
ilms, in og aphics, and o he mediums. i s p ima y objec i e is
o a ac and main ain audience a en ion, while concu en ly
es ablishing and enhancing b and c edibili y
3. social media ma ke ing e e s o he s a egic u iliza ion o
a ious social media pla o ms, including bu no limi ed o
Facebook, ins ag am, wi e , Linkedin, and o he s, wi h he
aim o ac i ely engaging wi h a ge audiences, p omo ing
p oduc s o se ices, and os e ing he de elopmen o a
dedica ed communi y o ollowe s.
4. email ma ke ing e e s o he u iliza ion o elec onic mail as a
means o communica ion o engage wi h bo h p ospec i e
and cu en clien s. his may encompass he dissemina ion o
newsle e s, p o ision o exclusi e p omo ions, communica ion
o p oduc enhancemen s, and o he ela ed ac i i ies.
5. in luence ma ke ing is collabo a ing wi h indi iduals o
in luence o celeb i ies on social media pla o ms o endo se
and ad e ise a speci ic company o p oduc .
6. Paid ad e ising e e s o he p ac ice o u ilizing digi al
pla o ms, such as google ads, Facebook ads, o banne ads
on ex e nal websi es, o enhance isibili y and a ac clicks
om pe inen a ge audiences
7. he p ocess o da a analysis in ol es he sys ema ic ga he ing
and examina ion o da a pe aining o cus ome beha io ,
online in e ac ions, and he e ec i eness o digi al ma ke ing
ini ia i es. he p ima y objec i e is o gain insigh s in o he
e icacy o cu en s a egies and iden i y a eas ha equi e
enhancemen .
1. sea ch engine
op imisa ion (seo)
2. Con en Ma ke ing (CM)
3. social Media Ma ke ing
(sMM)
4. email Ma ke ing (eM)
5. in luence Ma ke ing (iM)
6. Paid ad e ising (Pa)
7. Da a analysis (Da)
(Fa ida, 2016; gunday
e al., 2011; Mu anu,
2017; Zaha a e al.,
2023)
2. sMes
Pe o mance
he pe o mance o small and medium-sized en e p ises (sMes)
aims o gene a e alue ha con ibu es o he imp o emen o
p o i le els, p o i pe cen ages, sales g ow h, and cus ome
expansion
1. sales g ow h (sg)
2. Ma ke sha e (Ms)
3. Ma ke De elopmen
(MD)
(Muni e al., 2023;
Mu anu, 2017)
3. Dynamic
en i onmen
en i onmen al dynamism is a concep ha pe ains o he deg ee
o unp edic able luc ua ions wi hin a i m’s ex e nal
en i onmen .
4. Dynamic en i onmen (Wahab, 2016)
Sou ce: adop ed om di e en au ho s.
COGENT BUSINESS & MANAGEMENT 7
5. Empi ical esul s
5.1. Model measu emen
Following he ecommenda ions o schola s like Sa s ed e al.,(2019), he au ho s d ew inspi a ion om
he PLS-SEM li e a u e o igo ously assess he Highe O de Cons uc s (HOC) and Lowe O de Cons uc s
(LOC). The so wa e SMART PLS 4 (Hai & Alame , 2022) was u ilized o e alua e he psychome ic p op-
e ies o he cons uc s and hei unde lying i ems.
5.1.1. Measu emen s model: lowe o de cons uc s (LOC) analysis
The quali y o he cons uc s in he jou nal a icle is assessed h ough he e alua ion o he measu e-
men model. This begins wi h e alua ing he ac o loadings, ollowed by es ablishing cons uc eliabili y
and alidi y (Sa s ed e al., 2019).
Table 2. Fac o loadings.
CM Da De eM iM MD Ms Pa seo sg sMM De x Da
CM.1 0.880
CM.4 0.847
CM.6 0.745
Da.1 0.691
Da.3 0.662
Da.5 0.754
Da.6 0.677
Da.7 0.816
De.1 0.840
De.2 0.875
De.4 0.743
De.5 0.734
eM.1 0.920
eM.7 0.927
iM.3 0.850
iM.4 0.884
iM.5 0.863
iM.6 0.903
iM.7 0.871
MD.1 0.939
MD.2 0.937
Ms.1 0.920
Ms.2 0.921
Pa.1 0.943
Pa.3 0.632
seo.1 0.644
seo.2 0.846
seo.3 0.866
seo.4 0.869
seo.6 0.833
sg.1 0.906
sg.2 0.938
sg.3 0.943
sMM.1 1.000
De x Da 1.000
seo: sea ch engine op imiza ion; CM: con en ma ke ing ; sMM: social media ma ke ing; eM: email ma ke ing; iM: in luence ma ke ing, Paid
ad e ising =; Da: da a analysis =; sg: sales g ow h Ms: Ma ke sha e ; MD: ma ke de elopmen ; De: dynamic en i onmen . in able 2, he
ac o loadings o he indica o a iables o he la en cons uc s we e e alua ed, and hey app op ia ely align wi h hei espec i e cons uc s.
acco ding o Bagozzi and Yi (1988), ac o loadings abo e 0.6 a e conside ed op imal o demons a ing s ong ela ionships be ween indica-
o s and hei unde lying cons uc s. he esul s show ha he indica o a iables in able 2 ha e loads anging om 0.632 o 0.943, mee ing
his c i e ion. in able 2: Fac o Loadings, he shaded alues highligh he highes ac o loadings o each i em ac oss he cons uc s. Fac o
loadings ep esen he co ela ion o deg ee o associa ion be ween an obse ed a iable (e.g., CM.1, Da.1) and i s unde lying la en cons uc
(e.g., CM, Da). indica ion o s ong associa ion. he shaded alues emphasize he ac o loadings ha demons a e he s onges ela ionships
be ween he obse ed a iables and hei espec i e la en cons uc s. hese a e ypically he highes loadings in each ow, showing which
cons uc he i em mos s ongly ep esen s. Fo example, in ow CM.1, he shaded alue o 0.880 indica es ha his i em s ongly loads on o
he CM (Con en Ma ke ing) cons uc . High ac o loadings (commonly abo e 0.7) sugges ha he obse ed a iable is a good indica o o
he la en cons uc . he shaded alues likely exceed he h eshold o accep able loadings, meaning hese i ems adequa ely e lec hei
in ended cons uc . Fo ins ance, iM.6 has a shaded alue o 0.903, meaning i is s ongly associa ed wi h he iM (in luence Ma ke ing) con-
s uc . he shading se es o isually con i m ha each i em is loading p ima ily on i s in ended cons uc , helping alida e he measu emen
model. his means he i ems g ouped unde each la en cons uc (like CM, Da, De, e c.) a e accu a e indica o s o ha cons uc . Fo he
cons uc Da (Da a analysis), i ems like Da.1 (0.691), Da.3 (0.662), Da.5 (0.754), and o he s ha e hei highes loadings shaded, con i ming
ha hese i ems a e good indica o s o he Da cons uc . simila ly, he i ems unde iM all ha e s ong loadings, such as iM.6 (0.903), which
con i ms hei con ibu ion o ha cons uc . he shaded alues highligh whe e each obse ed a iable mos s ongly co ela es wi h i s
espec i e cons uc , helping o e i y he accu acy and eliabili y o he ac o s uc u e in he measu emen model.
14 H. M. MUSHI
using hese s a egies. P ac i ione s will ind he esea ch cons uc s such as sea ch engine op imiza ion,
con en ma ke ing, social media ma ke ing, email ma ke ing, in luence ma ke ing, paid ad e ising, and
da a analysis pa icula ly use ul o hei ma ke ing and communica ion e o s. Addi ionally, he indings
will assis indus y playe s and p ac i ione s in making s a egic decisions, applying hese insigh s o
achie e hei goals, and unde s anding he impo ance o digi al ma ke ing.
7.4. Limi a ions and u u e di ec ions
Howe e , his s udy ocuses only on small and medium en e p ises in Tanzania, so he indings may no
be applicable o o he de eloping coun ies. Addi ionally, he s udy u ilized only quan i a i e esea ch
me hods. Including quali a i e me hods, such as conduc ing in e iews wi h SMEs manage s and owne s,
could enhance he esul s and p o ide deepe insigh s.
Acknowledgemen
I acknowledged indi iduals o a s udy’s da a and conclusions by Hellena Mohamedy Mushi and ag ee o
be accoun able o all aspec s o he wo k.
SMART PLS 4
This a icle used SMART PLS 4 o analyze da a and he ool has a Copy igh .
Disclosu e s a emen
No po en ial con lic o in e es was epo ed by he au ho (s).
Abou he au ho
Hellena Mohamedy Mushi is a Tanzanian Senio Lec u e in Ma ke ing a Mzumbe Uni e si y. She holds a
pos -doc o al in In es men s om COMSAT Uni e si y Pakis an in 2023. She holds also a PhD in Ma ke ing wi h a
ocus on Consume Beha io and Ma ke Analysis om Uni e si i U a a Malaysia (UUM), comple ed in 2017. He
doc o al esea ch explo ed ac o s in luencing consume beha io in pu chasing pi a ed music CDs in Tanzania. Wi h
esea ch in e es s spanning ma ke ing heo y, consume beha io , quan i a i e impac assessmen , and ma ke -based
esea ch, D . Mushi has published ex ensi ely in bo h local and in e na ional jou nals. She has held a ious academic
and manage ial oles a Mzumbe Uni e si y, showcasing a ich blend o eaching, esea ch, and communi y engage-
men expe ience. As o Janua y 2023, D . Mushi se es as he Head o he Depa men o Resea ch, Consul ancy,
Sho Cou ses, and Ou each Ac i i ies a Mzumbe Uni e si y Mbeya Campus College. She excels in eaching a ange
o business and ma ke ing cou ses and ac i ely supe ises Mas e ’s s uden s in hei esea ch endea o s. Fluen in
English and Kiswahili, D . Mushi emains dedica ed o ad ancing ma ke ing knowledge and con ibu ing o Tanzania’s
highe educa ion landscape. He ce i ica ions and ex ensi e esea ch po olio unde sco e he commi men and
expe ise in he academic sphe e.
Funding
I decla e his wo k has no sponso o und ecei ed.
ORCID
Hellena Mohamedy Mushi h p://o cid.o g/0000-0003-3377-1197
Da a a ailabili y s a emen
Da a a ailable on eques om he au ho Hellena Mohamedy Mushi
COGENT BUSINESS & MANAGEMENT 15
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