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Vialey, Lucas Hernán (2024) Experiences, Uses and Challenges of Digital Marketing Strategies of Small and Medium-Sized Enterprises for Brand Positioning and Success. Masters thesis, Dublin, National College of Ireland.
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Abstract
The aim of the current study was to explore the processes and strategies of digital marketing employed by small and medium-sized fashion enterprises (SMEs) for brand positioning and success. The study addressed issues related to processes and strategies, implementation and execution of digital marketing strategies, market presence, measurement of success and the levels of awareness of artificial intelligence (AI) and its potential uses in digital marketing strategies for SMEs.
This study started from the recognition that digital marketing has changed the way of doing business, positioning itself as a crucial tool for SMEs in their modes of expansion and market penetration (Jones et al., 2015; Taiminen & Karjaluoto, 2015), which however face a number of challenges in implementing their strategies due to lack of budget, structure and professional knowledge in digital marketing (Dahnil et al., 2014; Hemann & Burbary, 2013).
A qualitative methodology design was chosen, which was carried out by developing semi-structured interviews with 10 entrepreneurs from Argentinian fashion SMEs, and the analysis was done by conducting a thematic analysis.
The findings highlighted several crucial aspects needing attention for strategic growth in SMEs. Firstly, there is a lack of professionalisation in the design and execution of digital marketing strategies, particularly in new product launches, often due to time limitations, lack of resources, or an overload of responsibilities. Secondly, while some enterprises consider profitability and financial sustainability, success is mainly understood as customer satisfaction and loyalty. Finally, the levels of awareness and use of AI tools are limited; most businesses employ only ChatGPT AI for basic tasks such as writing or brainstorming,
In conclusion the findings highlight the importance of capacity building and training in digital marketing and AI tools to improve the competitiveness, performance and efficiency of SMEs.
| Item Type: | Thesis (Masters) |
|---|---|
| Supervisors: | Name Email Evans Fitzsimons, Jennifer UNSPECIFIED |
| Subjects: | Q Science > QH Natural history > QH301 Biology > Methods of research. Technique. Experimental biology > Data processing. Bioinformatics > Artificial intelligence Q Science > Q Science (General) > Self-organizing systems. Conscious automata > Artificial intelligence H Social Sciences > HF Commerce > Marketing > Branding H Social Sciences > HF Commerce > Marketing > e Marketing H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Fashion Industry H Social Sciences > HD Industries. Land use. Labor > Small Business Sector |
| Divisions: | School of Business > Master of Science in Entrepreneurship |
| Depositing User: | Ciara O'Brien |
| Date Deposited: | 01 Aug 2025 10:36 |
| Last Modified: | 01 Aug 2025 10:49 |
| URI: | https://norma.ncirl.ie/id/eprint/8406 |
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