Digital Marketing Impact on the Growth of Small Businesses in Morocco: A Case Study of Jumia

Chaimae Boubnane, Aşkım Nurdan Tümbek Tekeoğlu


This study looks at how digital marketing has affected Moroccan small businesses' expansion, using Jumia, one of the nation's top e-commerce platforms, as a case study. According to the report, digital marketing significantly and favorably influences the expansion of small businesses on Jumia. Companies who believe digital marketing works better than those who don't claim faster growth rates. Furthermore, there exists a favorable correlation between the degree of confidence in Jumia's online reviews and ratings and the probability of endorsing Jumia. The survey also pinpoints elements that have a major impact on consumers' happiness with Jumia's digital marketing tools. These results imply that internet marketing can be an effective strategy for business growth, which has significant consequences for Moroccan small firms.


Jumia, Digital, Marketing, Business, Morocco

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Journal of Industrial Policy and Technology Management is licensed under a Attribution-NonCommercial 4.0 International (CC BY-NC 4.0).

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