The Shift towards E-Marketing and its Impact on Improving the Performance of Small and Medium Enterprises in Iraq
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Abstract
The present paper examines the effect of e-marketing and its main dimensions on the performance of small and medium-sized enterprises (SMEs) in Baghdad, Iraq, amid the growing importance of digital transformation and the use of electronic tools in marketing activities. The research problem lies in determining the extent to which e-marketing practices contribute to improving organizational performance and identifying the dimensions with the greatest influence. The study adopts a quantitative descriptive-analytical approach, collecting field data through a structured questionnaire developed based on relevant literature and previous studies, with its items adapted to the nature of SMEs and the Iraqi context, and its validity and reliability verified. The study population comprised SMEs operating in Baghdad, and the sample consists of 120 enterprises. E-marketing was measured through four dimensions: **e-marketing tools, e-marketing budget, pre-sales activities, and post-sales activities**, while organizational performance represented the dependent variable. Statistical regression techniques are employed to analyze the data and test the direct effects. The results reveal a positive and statistically significant effect of e-marketing on organizational performance, with post-sales activities emerging as the most influential dimension, followed by the e-marketing budget, pre-sales activities, and e-marketing tools. The findings emphasize the importance of adopting an integrated e-marketing approach to enhance organizational performance, competitiveness, and sustainability.
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