E-commerce Adoption and Small Business Performance: A Study of Digital Marketing  Strategies, Online Customer Engagement and Technology Infrastructure

Vishal Kumar  Singh; Pravin Chandra  Singh; Aditya  Keshari; Divya  Singh; Amit  Gautam

doi:10.21844/crr.v1i01.1101

Vishal Kumar Singh Assistant professor, School of Management Sciences (SMS), Varanasi, India
Pravin Chandra Singh Assistant professor, Axis Institute of Higher Education, Kanpur, India
Aditya Keshari Doctoral Fellow, Institute of Management, Banaras Hindu University, Varanasi, India
Divya Singh Doctoral Fellow, Institute of Management, Banaras Hindu University, Varanasi, India
Amit Gautam Professor, Institute of Management, Banaras Hindu University, Varanasi, India

DOI: https://doi.org/10.21844/crr.v1i01.1101

Keywords: Small Business Performance, E-commerce, Digital Marketing Strategies, Online Customer Engagement, Technology Infrastructure

Abstract

In the dynamic landscape of e-commerce, small businesses face a multitude of challenges and opportunities. This manuscript
explores the intricate relationships between three key independent variables: Digital Marketing Strategies, Online Customer
Engagement, Technology Infrastructure, and the dependent variable, Small Business Performance in e-commerce. Through a
quantitative approach, we investigate the impact of these variables on the success of small businesses operating in the digital
marketplace. Our analysis reveals that each of the independent variables, Digital Marketing Strategies, Online Customer
Engagement, and Technology Infrastructure, exhibits a statistically significant positive relationship with Small Business
Performance in e-commerce. Small businesses that effectively implement digital marketing strategies, actively engage with
customers online, and maintain robust technology infrastructure are more likely to experience improved e-commerce performance.
These findings underscore the interrelated nature of these factors and emphasize the need for a holistic approach to e-commerce
success.
The study's results carry practical implications for small business owners and e-commerce practitioners, suggesting that a
comprehensive strategy that considers these variables simultaneously is essential for thriving in the competitive digital landscape.
By investing in digital marketing, nurturing customer relationships, and prioritizing technology infrastructure, small businesses can
enhance their e-commerce performance, achieve increased revenue, and expand their market presence. This research contributes to
a deeper understanding of the complex dynamics of small business success in e-commerce, offering valuable insights for decision-makers and stakeholders in the digital marketplace. The findings pave the way for evidence-based strategies and a holistic approach to small business performance enhancement in the digital age.