What type of study is this?

This is a Quantitative Study study.

October 12, 2025

Digital marketing strategy and performance of small enterprises: The critical role of customer awareness and consideration

Key Points

Digital marketing strategies significantly enhance the performance of small enterprises in Jordan, emphasizing the importance of customer awareness.
The study identified e-marketing orientation as a key success factor, indicating its central role in shaping effective digital marketing strategies.
Data collected from 370 questionnaires were analyzed using AMOS V.23, providing robust statistical insights into the performance dynamics of small enterprises.
Customer awareness and consideration emerged as crucial mediators, suggesting that attention to these factors is vital for successful digital marketing models.

Abstract

Digital strategy represents an inevitable requirement for superiority in a digital world (Menz et al., 2021; Turuk, 2020). More precisely, this study aimed to determine the key success factors (KSFs) of the digital marketing strategy that have an influential effect on the marketing performance of small enterprises (SEs) in Jordan. A theoretical framework has been proposed based on an extensive review of the related literature and the assumptions of the technology acceptance model (TAM). The study followed the quantitative approach, where intended data were gathered from 370 valid e-questionnaires based on the convenience sampling technique. Then, the collected data was statistically analyzed using the AMOS V.23 program. The findings of the research pointed out e-marketing orientation as a prominent KSF for SEs and recommended that such orientation deserves to be positioned at the heart of the digital strategy to drive success. In addition, the findings confirmed the indirect effect of customer awareness and consideration in the relationship between digital marketing applications and performance. Customer awareness and consideration need to be given more attention while developing SEs’ digital marketing model, as it plays a pivotal role and constitutes a crucial mediating variable between each of the digital strategy variables and the targeted performance of small enterprises (PSEs).

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