Influence of Search Engine Marketing on Business Performance among Clothing SMEs in Dar es Salaam City, Tanzania

Msyangi M. Kuruchumila; Bahati Mbilinyi; Sophia Mbura

doi:10.22161/eec.114.1

Indexing and Abstracting

Influence of Search Engine Marketing on Business Performance among Clothing SMEs in Dar es Salaam City, Tanzania

Msyangi M. Kuruchumila , Bahati Mbilinyi , Sophia Mbura

International Journal of Electrical, Electronics and Computers (IJECC), Vol-11,Issue-4, October - November 2026, Pages 1-13, 10.22161/eec.114.1

Download | Downloads : 2 | Total View : 15

Article Info: Received: 05 August 2026; Accepted: 10 Oct 2026; Date of Publication: 22 Oct 2026

Abstract:

This study investigated the effect of search engine marketing on business performance among clothing small and medium-sized enterprises (SMEs) in Dar es Salaam and examined the mediating role of online social network relationships. The research was grounded in the Diffusion of Innovation Theory and Social Network Theory. A quantitative approach and an explanatory research design were employed. Primary data were collected from 363 owners of clothing SMEs using structured questionnaires, with respondents selected through a systematic sampling technique. Linear regression analysis revealed that search engine marketing exerts a positive and statistically significant effect on business performance (β = 0.837, p < 0.001). Search engine marketing also demonstrated a significant positive effect on online social network relationships (β = 0.837, p < 0.001). When the mediating variable was introduced, both search engine marketing (β = 0.377, p < 0.001) and online social network relationships (β = 0.549, p < 0.001) had significant effects on business performance, indicating partial mediation. The model accounted for 79.0% of the variance in business performance (R² = 0.790). The study concludes that enhanced search engine visibility and strengthened online customer relationships are associated with improved performance of clothing SMEs. It recommends increased investment in search engine marketing and digital customer engagement strategies to foster business growth and competitiveness.

Keywords:

Search Engine Marketing, Business Performance, Clothing SMEs, Online Social Network Relationships

References:

[1] Abbas, J., Raza, S., Nurunnabi, M., Minai, M. S., & Bano, S. (2019). Impact of Entrepreneurial Business Networks on SMEs Performance. Sustainability, 11(11), 3006.
[2] Bidoki, N. H., Mantzaris, A. V., & Sukthankar, G. (2020). Exploiting Weak Ties in Imperfect Network Datasets Using Basic Graph Convolutional Neural Networks. Machine Learning and Knowledge Extraction, 2(2), 125–146.
[3] Borgatti, S. P., & Halgin, D. S. (2011). On network theory. Organization Science, 22(5), 1168–1181.
[4] Bruce, E., Shurong, Z., Ying, D., Yaqi, M., Amoah, J., & Egala, S. B. (2023). The influence of digital marketing on SMEs Growth in Ghana. Sustainability, 15, 4760.
[5] Chaffey, D., & Ellis-Chadwick, F. (2022). Digital Marketing: Strategy, Execution and Practice (8th ed.). Pearson Education.
[6] Chen, Y. (2016). Spatial Autocorrelation Methods in Test the residuals. PLoS ONE, 11(1), e0146865. https://doi.org/10.1371/journal.pone.0146865
[7] Creswell, J. W., & Creswell, J. D. (2018). Research Design: Mixed Methods Approach (5th ed.). SAGE Publications.
[8] Dar es Salaam City Council. (2025). Business licensing and SME registration report. Dar es Salaam City Council.
[9] Ding, X., Feng, L., Huang, Y., & Li, W. (2024). The influence of Communication Network Structure on Task Performance in Project-Based Administrations. Buildings, 14(1), 98.
[10] Dwivedi, Y. K., Hughes, L., Ismagilova, E., Aarts, G., Coombs, C., Crick, T., Duan, Y., Dwivedi, R., Edwards, J., Eirug, A., Galanos, V., (2021). Artificial intelligence (AI): Multidisciplinary viewpoints on emergent challenges and opportunities. International Journal of Information Management, 57, 101994.
[11] Ernst, A. F., & Albers, C. J. (2017). Regression assumptions in clinical data analysis: Graphical evaluation of residuals.
[12] Fute, W., & Lyimo, B. J. (2019). The effect of digital marketing on performance of banking industry: A case of Barclays Bank, Tanzania. Olva Academy, School of Researchers, 2(3), 12–31.
[13] Guimarães, L. G. d. A., Blanchet, P., & Cimon, Y. (2021). Collaboration among Small and Medium-Sized Enterprises as Part of Internationalization: A Systematic Review. Administrative Sciences, 11(4), 153.
[14] Gujarati, D. N., & Porter, D. C. (2009). Basic Econometrics (5th ed.). McGraw-Hill.
[15] Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2020). Multivariate Data Analysis (8th ed.). Cengage Learning.
[16] Hayes, A. F. (2022). Introduction to mediation, moderation and conditional process analysis: A regression-based approach (3rd ed.). Guilford Press.
[17] International Council for Small Business. (2024). Global Micro-, Small and Medium-Sized Enterprises Report. International Council for Small Business.
[18] Katona, Z., & Sarvary, M. (2014). Mañana: Online Advertising and the Dynamics of Consumer Decision Making. Management Science, 60(11), 2827–2846.
[19] Kgakatsi, M., Galeboe, O. P., Molelekwa, K. K., & Thango, B. A. (2024). The review of influence of big data on SME performance. Journal of Businesses, 4(4), 632–695.
[20] Mancini, S., & González, J. (2021). Role of Technology Transfer, Innovation Approach and Network: A Conceptual Model of Innovation Network to Simplify the Internationalization Procedure of SMEs. Journal of Technology and Investment, 12: 82–128.
[21] Masikonte, I. N., Kitur, B., & Maina, K. C. (2024). Digital marketing strategies and growth of small and SMEs in Nairobi: A case study of Kamukunji Business Centre. Journal of Innovation, Leadership and Entrepreneurship, 2(4), 278–344.
[22] Minati, G. (2024). Connected Links, A Research Project: The Multiple Covered Soft Networks as Network Profiles. Systems, 12(8), 303.
[23] Mushi, H. (2024). The Digital Marketing Strategies and SMEs Performance in Tanzania: Understandings, Influence and Implications. Cogent Business & Management, 11.
[24] Mutanu, K.G. (2017). Digital Marketing Approaches and Promotion Performance of Top 100 SMEs in Kenya. University of Nairobi.
[25] National Bureau of Statistics (NBS). (2024). The 2023/24 Tanzania Statistical Business Register Report. Dodoma, Tanzania.
[26] Ndone, E., & Kisawike, B. (2025). Impact of Digital Marketing Strategies on Business Performance among SMEs in Tanzania: A Case of SIDO Market in Mbeya. International Journal of Research Publication & Reviews, 6(11), 9549–9556.
[27] Nganga, G. (2022). Impact of Digital Marketing on Performance of Small and Medium Enterprises in Nairobi Central Business District, Kenya.
[28] Nimgharen, K., & Ayaz, S. (2025). The Contribution of Digital Marketing to Business Performance: Case of Companies in Morocco. Toplum Ekonomi ve Yönetim Dergisi, 6(1), 175–195.
[29] Nyamanza, D. (2020). Marketing Mix Practices of the Tanzanian Manufacturing SMEs and Their Growth Dynamics. Journal of Economics, Trade and Marketing Management, 2, 13.
[30] Osborne, J. W. (2013). Best practices in data cleaning: A complete guide to everything you need to do before and after collecting your data. SAGE Publications.
[31] Rogers, E. M. (2003). Diffusion of Innovations (5th ed.). Free Press. (Original work published 1962).
[32] Saunders, M., Lewis, P., & Thornhill, A. (2019). Research Methods for Business Students (8th ed.). Pearson Education.
[33] Scott, J. (2017). Social network analysis (4th ed.). SAGE Publications.
[34] Sharabati, A. A., Ali, A. A., Allahham, M. I., Hussein, A. A., Alheet, A. F., & Mohammad, A. S. (2024). Impact of Digital Marketing on the Performance of SMEs. Sustainability, 16(19), 8667.
[35] Shauri, N., Magaria, B., & Masanyiwa, Z. (2023). Using of Social Media and Its Implications on the Performance of SMEs in Dodoma City, Tanzania. Open Journal of Business and Management, 11, 660–672.
[36] Shrestha, N. (2020). Testing collinearity in Regression Model. American Journal of Applied Mathematics and Statistics, 8(2), 39–42.
[37] Silvano, G., & Mbogo, C. (2022). Influence of Social Media Marketing on SMEs Performance in Nyamagana District. International Journal of Engineering, Business and Management, 6(2).
[38] Tanzania Communications Regulatory Authority. (2022). Quarterly communications statistics report. TCRA.
[39] Tanzania Investment and Consultant Group Ltd. (2024). Tanzania SME Development Research Survey, 2024–2030.
[40] Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital Marketing and Social Media: Why Bother? Business Horizons, 57(6), 703–708.
[41] United Republic of Tanzania, Ministry of Finance. (2024). National economic survey 2023. Government Printer.
[42] Wooldridge, J. M. (2010). Econometric analysis of cross section and panel data (2nd ed.). MIT Press.
[43] Wooldridge, J. M. (2016). Introductory econometrics: A modern approach (6th ed.). Cengage Learning.
[44] World Bank. (2021). World Development Report 2021: Data for better lives. World Bank.
[45] World Bank. (2022). World Development Indicators. World Bank.
[46] Yamane, T. (1967). Statistics: An introductory analysis (2nd ed.). Harper & Row.

International Journal Of Electrical, Electronics And Computers(IJEEC)

For Authors

Issues

Downloads

Indexing and Abstracting

Influence of Search Engine Marketing on Business Performance among Clothing SMEs in Dar es Salaam City, Tanzania

Abstract:

Keywords:

References: