The impact of digital marketing on consumers' intention to buy small and medium-sized enterprises' food products

Abstract

The impact of digital marketing strategies on customer buying intentions among small and medium–sized enterprises (SMEs) in the food industry, with a focus on online advertising, social media engagement, and e-commerce platforms. The research aims to identify key factors influencing customer attitudes and behavior, providing SMEs with actionable insights to increase their digital marketing efforts and engage effectively with target audiences. Understanding the complexity of the relationship between marketing strategies and consumer responses is essential for businesses seeking to increase market share and optimize campaign outcomes. Using a purposive sampling approach, data were collected from 150 respondents within the SME food production sector. A qualitative methodology was employed, complemented by multiple linear regression analysis, to examine the relationships among exposure to digital marketing, perceptions of SME food products, and purchase intentions. The findings reveal a significant association between customer buying intentions and the effectiveness of SMEs’ physical and digital marketing strategies. Social media engagement, targeted marketing, is a critical determinant of purchase behavior. The study underscores the pivotal role of online advertising in influencing consumer decisions and highlights the necessity for SMEs to adopt customer-centric, tailored marketing programs. Staying attuned to consumer preferences is vital for SMEs to strengthen their competitive position and sustain growth in the food sector.