The purpose of this study is to look into how digital marketing affects Micro, Small, and Medium-Sized Enterprises' (MSMEs) overall growth and sales performance in Thoothukudi. The introduction of digital technologies has changed the marketing landscape recently and given companies new ways to connect with their target consumer. However, the extent to which these digital marketing strategies contribute to the success of MSMEs in specific regions like Thoothukudi remains underexplored. The research employs a mixed-method approach, combining quantitative analysis and qualitative insights gathered through surveys and interviews with MSME owners and managers in Thoothukudi. Quantitative data will be collected through structured surveys distributed among a sample of MSMEs, focusing on metrics such as website traffic, social media engagement, and sales figures before and after the implementation of digital marketing strategies. Qualitative data will be gathered through in-depth interviews to understand the challenges, opportunities, and perceptions of MSMEs regarding digital marketing.
Premalakshmi et al. (Wed,) studied this question.