ARCHIVES
VOL. 8, ISSUE 1 (2026)
Evaluating the effectiveness of digital marketing strategies for small-scale enterprises in Bihar
Authors
Hemraj Yadav
Abstract
The present research has been conducted on the
digital marketing strategy used by small-scale enterprises (SS-Es) in Bihar.
The study is based on both qualitative as well as quantitative assessment of
200 small-scale enterprises mainly from retail, manufacturing as well as
service sector. Due to mobile internet and greater penetration of smartphones,
SS-Es are using digital marketing for market development and customer
engagement. The research examines the effectiveness of four main digital
marketing strategies: social media marketing, search engine optimization (SEO),
email marketing, and paid advertising. Using regression models, the research
establishes the relationship between the use of these strategies and business
performance which results in sales growth, market expansion and customer
acquisition. The limitation of digital literacy, infrastructure, and high cost
were studied in the digital marketing assignment to understand the barriers.
According to the findings, although digital marketing holds substantial
potential for SS-Es of Bihar, effective interventions should be made to
overcome the barriers hence enhancing their effectiveness.
Download
Pages:50-55
How to cite this article:
Hemraj Yadav "Evaluating the effectiveness of digital marketing strategies for small-scale enterprises in Bihar". International Journal of Commerce and Economics, Vol 8, Issue 1, 2026, Pages 50-55
Download Author Certificate
Please enter the email address corresponding to this article submission to download your certificate.