Digital marketing strategy and performance of small enterprises: The critical role of customer awareness and consideration

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Abstract

Digital strategy represents an inevitable requirement for superiority in a digital world (Menz et al., 2021; Turuk, 2020). More precisely, this study aimed to determine the key success factors (KSFs) of the digital marketing strategy that have an influential effect on the marketing performance of small enterprises (SEs) in Jordan. A theoretical framework has been proposed based on an extensive review of the related literature and the assumptions of the technology acceptance model (TAM). The study followed the quantitative approach, where intended data were gathered from 370 valid e-questionnaires based on the convenience sampling technique. Then, the collected data was statistically analyzed using the AMOS V.23 program. The findings of the research pointed out e-marketing orientation as a prominent KSF for SEs and recommended that such orientation deserves to be positioned at the heart of the digital strategy to drive success. In addition, the findings confirmed the indirect effect of customer awareness and consideration in the relationship between digital marketing applications and performance. Customer awareness and consideration need to be given more attention while developing SEs’ digital marketing model, as it plays a pivotal role and constitutes a crucial mediating variable between each of the digital strategy variables and the targeted performance of small enterprises (PSEs).

Keywords: Digital Marketing Strategy, Performance of Small Enterprises, Awareness, Considerations

Authors’ individual contribution: Conceptualization — M.L.A. and R.A.-Q.; Methodology — M.L.A., E.S., and A.R.A.; Formal Analysis — M.L.A., R.A.-Q., and A.R.A.; Resources — E.S. and O.M.; Writing — Original Draft — M.L.A. and O.M.; Writing — Review & Editing — M.L.A., R.A.-Q., E.S., and O.M.

Declaration of conflicting interests: The Authors declare that there is no conflict of interest.

JEL Classification: M31, M37, M39

Received: 11.10.2024
Revised: 31.01.2025; 02.09.2025
Accepted: 08.10.2025
Published online: 10.10.2025

How to cite this paper: Ashour, M. L., Al-Qirem, R., Shammout, E., Megdadi, O., & Alshehadeh, A. R. (2025). Digital marketing strategy and performance of small enterprises: The critical role of customer awareness and consideration. Corporate & Business Strategy Review, 6(4), 31–39. https://doi.org/10.22495/cbsrv6i4art3