Honours Research (BBA) MANCOSA In an increasingly competitive and digitalised business environment, small retail businesses in South Africa are leveraging digital marketing to remain viable and engage their target customers more effectively. The rapid r

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The Impact of Digital Marketing Strategies on Consumer Purchase Decisions
Among Small Retail Businesses in South Africa

1. INTRODUCTION

In an increasingly competitive and digitalised business environment, small retail
businesses in South Africa are leveraging digital marketing to remain viable and engage
their target customers more effectively. The rapid rise in internet penetration, smartphone
usage, and social media adoption has changed the way consumers make purchase
decisions. As a result, traditional marketing approaches are no longer sufficient, and there
is a growing need for small businesses to adopt digital marketing strategies to attract,
convert, and retain customers. This study aims to investigate the impact of digital
marketing strategies such as social media marketing, search engine optimisation (SEO),
email marketing, and pay-per-click advertising on consumer purchase decisions in the
context of South African small retail enterprises.

The research is motivated by the limited academic focus on how these strategies
influence consumer behaviour within small business settings in developing countries.
Understanding the effectiveness of digital marketing tools can help business owners
make data-driven marketing decisions that improve customer engagement and sales
outcomes.

This proposal outlines the research context and problem, followed by a clear articulation
of the study’s aim, objectives, and research questions. It provides a justification for why
the study is important for practitioners, policymakers, and scholars. A comprehensive
literature review explores existing theories and gaps, while the research design section
explains the philosophical stance, methodology, data collection techniques, and analysis
methods to be employed. Ethical considerations, a proposed timetable, and supporting
appendices are also included. Ultimately, this study aims to offer practical
recommendations to small retailers on how to optimise digital marketing for improved
consumer influence.


Educating the world for a better change