Evaluating the Effectiveness of Digital Marketing (DM) Tools from the Perspective of Pakistani Microbusinesses
Abstract/Description
Purpose:
Current research evaluates the effectiveness of digital marketing tools from the perspectives of Pakistani microbusinesses. The study performs an extensive literature review and developed a conceptual framework based on technology acceptance model and theory of planned behavior.
Methodology:
The study adopts a mixed method in which both qualitative & quantitative methods are included. The qualitative research included one focus group and two interviews. Thematic analysis is performed and presented. The quantitative research involved data collection using a deductive approach, and online survey data collection method from a sample of 98 respondents.
Findings:
The data was cleaned and analyzed using SPSS. Frequency analysis, chi-square and cross-tab analysis are presented. The analysis reveals Facebook (50.7%) and Instagram (20.3%) are found highly effective for business promotion. Social media platforms (77.3%) most effective for achieving marketing goals. Facebook ads (54.3%) and Instagram ads (26.1%) lead in conversion rates. Google Analytics (38.6%) and SEO tools (47.7%) effective for increasing website traffic. Social media (77.9%) most effective in lead generation.
Originality or Value: The data collected is original
Research Implications or limitations:
Small sample size due to limited time to collect data. Collected sample using convenience sampling technique due to accessibility issues. Data had a greater sample of females in both; focus group and quantitative survey. This may inculcate biases in the analysis
Digital Marketing (DM) Tools, Pakistani Microbusinesses
Track
Management
Session Number/Theme
Management - Session II
Session Chair
Dr. Kamran Mumtaz
Start Date/Time
14-6-2025 9:00 AM
End Date/Time
14-6-2025 10:40 AM
Location
MCC 9 Ground Floor, AMAN CED Building
Recommended Citation
Amin, M., Butt, D., & Modi, K. (2025). Evaluating the Effectiveness of Digital Marketing (DM) Tools from the Perspective of Pakistani Microbusinesses. IBA SBS 4th International Conference 2025. Retrieved from https://ir.iba.edu.pk/sbsic/2025/program/45
COinS
Evaluating the Effectiveness of Digital Marketing (DM) Tools from the Perspective of Pakistani Microbusinesses
MCC 9 Ground Floor, AMAN CED Building
Purpose:
Current research evaluates the effectiveness of digital marketing tools from the perspectives of Pakistani microbusinesses. The study performs an extensive literature review and developed a conceptual framework based on technology acceptance model and theory of planned behavior.
Methodology:
The study adopts a mixed method in which both qualitative & quantitative methods are included. The qualitative research included one focus group and two interviews. Thematic analysis is performed and presented. The quantitative research involved data collection using a deductive approach, and online survey data collection method from a sample of 98 respondents.
Findings:
The data was cleaned and analyzed using SPSS. Frequency analysis, chi-square and cross-tab analysis are presented. The analysis reveals Facebook (50.7%) and Instagram (20.3%) are found highly effective for business promotion. Social media platforms (77.3%) most effective for achieving marketing goals. Facebook ads (54.3%) and Instagram ads (26.1%) lead in conversion rates. Google Analytics (38.6%) and SEO tools (47.7%) effective for increasing website traffic. Social media (77.9%) most effective in lead generation.
Originality or Value: The data collected is original
Research Implications or limitations:
Small sample size due to limited time to collect data. Collected sample using convenience sampling technique due to accessibility issues. Data had a greater sample of females in both; focus group and quantitative survey. This may inculcate biases in the analysis
Digital Marketing (DM) Tools, Pakistani Microbusinesses
