THE EFFECTIVENESS OF USING DIGITAL PLATFORMS IN BUILDING BRAND AWARENESS AMONG SMALL AND MEDIUM-SIZED ENTERPRISES
- Authors
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Ali Faron Abd
College of Science University of Al-Qadisiyah
Author
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Kareem Salman Jebur
College of Science Research Summary University of Al-Qadisiyah
Author
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- Keywords:
- Digital platforms, Brand awareness, SMEs, Digital marketing, Social media, Information technology.
- Abstract
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The following question serves as the foundation for this study: What impact does the usage of digital platforms have on small and medium-sized businesses' (SMEs) brand awareness? The study aims to examine how, in the rapidly changing digital economy, SMEs may increase their brand awareness by utilizing digital channels. the threats and opportunities the digital economy has presented to this crucial sector. The study utilized a descriptive -analytical study design in which a questionnaire was used to gather data from a target population of 250 marketing managers and executives working in SMEs. The study showed that there is a statistically significant positive effect on using digital platform (Social Media, content marketing, and paid advertising). In terms of brand awareness, the findings also indicated that the best tools were perceived to be social media platforms, followed by content marketing instruments, and then by paid advertising. The study makes a case for an integrated digital approach, including a combination of the three instruments, to increase brand awareness and the competitiveness of SMEs.
- References
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- Downloads
- Published
- 2026-06-09
- Issue
- Vol. 2 No. 6 (2026)
- Section
- Articles
- License
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This work is licensed under a Creative Commons Attribution 4.0 International License.
