An Exploratory Study on Digital Marketing Strategies in Micro-Enterprises
DOI:
https://doi.org/10.37241/jatss.2026.158Keywords:
digital marketing, micro business, qualitative researchAbstract
Introduction: The aim of this study is to determine the knowledge and usage status of micro enterprises regarding digital marketing applications, to identify the difficulties they face and to reveal their support needs. In addition, the challenges these businesses face in digital marketing, the tools they use most frequently, their performance measurement methods and their support needs were also examined.
Method: A qualitative exploratory-descriptive research design was employed in this study. The sample comprised 12 micro-enterprises in the Bozüyük district of Bilecik. Data were collected through face-to-face interviews using a semi-structured interview guide administered to voluntary participants identified through purposive and snowball sampling.
Results or Findings: The findings indicate that all 12 micro-business representatives interviewed actively use digital marketing, although this usage is largely limited to social media platforms. The vast majority of participants prefer visually-oriented platforms, particularly ‘Instagram’, and view social media advertising as the cornerstone of digital marketing. Whilst this finding may indicate that digital marketing is replacing traditional marketing methods, it is evident that micro-businesses are operating without strategic depth in this area.
Discussion or Conclusion: The process by which micro-enterprises adopt digital marketing is progressing through a superficial engagement driven by necessity. For this reason, in order for micro-enterprises to remain effective by going beyond merely having a digital presence, it is vital that they are supported by an institutional training and support mechanism, rather than relying on individual initiative. Future research could contribute to the literature by using quantitative methods to test the impact of digital marketing investments on financial outcomes.
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