http://dx.doi.org/10.31703/gmsr.2025(X-III).02
10.31703/gmsr.2025(X-III).02
Published : Sep 2025
Organizational Performance through Digital Marketing: Evidence from Pakistani Small and Medium Enterprises
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<p style="text-align: justify;">This research examines how digital marketing strategies influence the organizational display of SME’s in the Punjab, Pakistan. The data was collected from small and medium-sized managers across multiple sectors in the province. The analysis focuses on three primary digital marketing strategies, including social media, SMS, and email marketing. Comparatively, organizational performance is evaluated by measuring profitability, customer acquisition, and business growth. Among the three digital marketing strategies, social media had a strong impact on attracting customer engagement, SMS strategy contributed to promotional effectiveness, and email marketing results show a positive relationship with organizational performance indicators for enhancing customer loyalty. Study highlights that SMEs that actively incorporate a digital marketing strategy achieve a positive increase in profitability, customer acquisition, and market expansion. The findings show the importance of digital marketing for maintaining competitive advantage and offer practical solutions to problems to policymakers of an organization within the region's business landscape.</p>
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Digital Marketing Strategies, Social Media Marketing, SMS Marketing, Email Marketing, Organizational Performance, SMEs in Pakistan
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(1) Zargham Ullah Khan
Assistant Professor, Hailey College of Banking & Finance, University of the Punjab, Lahore, Punjab, Pakistan.
(2) Rashid Mahmood Munir
Ph.D. Scholar, Hailey College of Banking & Finance, University of the Punjab, Lahore, Punjab, Pakistan.
(3) Arslan Shahid
Ph.D. Scholar, Hailey College of Banking & Finance, University of the Punjab, Lahore, Punjab, Pakistan.
Cite this article
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APA : Khan, Z. U., Munir, R. M., & Shahid, A. (2025). Organizational Performance through Digital Marketing: Evidence from Pakistani Small and Medium Enterprises. Global Management Sciences Review, X(III), 12-21. https://doi.org/10.31703/gmsr.2025(X-III).02
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CHICAGO : Khan, Zargham Ullah, Rashid Mahmood Munir, and Arslan Shahid. 2025. "Organizational Performance through Digital Marketing: Evidence from Pakistani Small and Medium Enterprises." Global Management Sciences Review, X (III): 12-21 doi: 10.31703/gmsr.2025(X-III).02
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HARVARD : KHAN, Z. U., MUNIR, R. M. & SHAHID, A. 2025. Organizational Performance through Digital Marketing: Evidence from Pakistani Small and Medium Enterprises. Global Management Sciences Review, X, 12-21.
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MHRA : Khan, Zargham Ullah, Rashid Mahmood Munir, and Arslan Shahid. 2025. "Organizational Performance through Digital Marketing: Evidence from Pakistani Small and Medium Enterprises." Global Management Sciences Review, X: 12-21
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MLA : Khan, Zargham Ullah, Rashid Mahmood Munir, and Arslan Shahid. "Organizational Performance through Digital Marketing: Evidence from Pakistani Small and Medium Enterprises." Global Management Sciences Review, X.III (2025): 12-21 Print.
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OXFORD : Khan, Zargham Ullah, Munir, Rashid Mahmood, and Shahid, Arslan (2025), "Organizational Performance through Digital Marketing: Evidence from Pakistani Small and Medium Enterprises", Global Management Sciences Review, X (III), 12-21
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TURABIAN : Khan, Zargham Ullah, Rashid Mahmood Munir, and Arslan Shahid. "Organizational Performance through Digital Marketing: Evidence from Pakistani Small and Medium Enterprises." Global Management Sciences Review X, no. III (2025): 12-21. https://doi.org/10.31703/gmsr.2025(X-III).02