CHAPTER 1

Introduction

Rationale Of The Study

Digital marketing, a subset of marketing, refers to the practice of promoting goods and

services using the Internet and other online-based digital platforms, including mobile phones, desktop

computers, and other digital media and platforms. The 1990s and 2000s saw its rise, which altered how

companies and brands use technology for marketing. As more people used digital devices instead of going

to physical stores, digital platforms became more and more integrated into marketing strategies and daily

life. There has been a lot of recent interest in the research on small business growth. This is the situation

due to a lack of theories, so many problems remain unanswered; one significant question is why certain

organizations thrive and others do not.

E-marketing has emerged as one of the significant drivers in sustaining the firms

competitive advantage. So far, there is a lack of systematic empirical evidence regarding the marketing

activities which are drastically affected by the use of e-marketing in small and large firms of Pakistan and

their consequent performance outcomes. However, the objective of this study is to examine the

technological, organizational and environmental factors on the performance of small and large firms in

Pakistan with mediating role of E-Marketing uses and its generlizibality on countries with similar

economic situation. (Adnan Ahmed Sheikh, Arfan Shahzad, Awanis Ku Ishaq, 2017)
 With a significant share of the Philippine population going online, online shopping has

become an emerging trend. As the number of online shopping transactions increases daily, it has become

increasingly important to understand the barriers that hinder the market. Despite its importance,

current literature considers buyers’ perspectives with limited insights on the sellers’ perceptions.

Understanding the sellers’ point of view provides a holistic analysis of these barriers for better practical

insights. As a case in point, with the Philippines, this study attempts to identify the barriers of online

shopping and their interrelationships, both from the sellers’ and buyers’ perspectives, using interpretive

structural modelling and MICMAC analysis. Findings show that internet connection and the need for the

product’s sensory experience are highly relevant barriers to the sellers. (Vanessa Grace G Guerrero, Roy

Jucip T Basar Iii, Honey Rose N Borden, Manuel Lorenzo G Busano Iii, Xelani Kaye A Gonzales,

Kafferine D Yamagishi, Lanndon A Ocampo, 2023)

The purpose of this study is to evaluate the current status and underlying motives why

the majority of the Cebu City residents transitioned to online business sellers, also to identify the positive

and negative influences of E-commerce using the social networking platforms in the new normal.

(Antoniette Almaden, Marie Love Elizabeth Sombilon, 2020)

This marketing helps your company in a number of ways, including by offering:

Measurable techniques to monitor the effectiveness of different tactics and channels. Data that can be

used to improve the performance of plans, like an advertising campaign. since social media is already part

of our everyday lives, because of how it makes our day convenient from communicating to online

shopping.
 Digital marketing techniques are essential for small businesses looking to expand and succeed.

Utilizing efficient online marketing strategies can have a big impact on business expansion due to the

sizeable online market and growing reliance on digital platforms. Small businesses can engage with their

target audience and develop brand awareness by creating a strong online presence through a well-

designed website, search engine optimization (SEO), and planned social media marketing.