Impact of Digital Marketing Practices on the Growth and Competitiveness of MSMEs in Andhra Pradesh

Abstract

 This study empirically examines the impact of digital marketing practices on the growth performance of Micro, Small, and Medium Enterprises (MSMEs) in Andhra Pradesh, with specific emphasis on the role of government and industry support mechanisms in facilitating adoption. Using primary data collected from Udyam-registered MSMEs, the study applies neural network analysis to assess institutional support factors and regression analysis to evaluate the growth effects of selected digital marketing practices. The findings indicate that institutional interventions—particularly subsidized digital marketing training, financial incentives, and cost-reduction measures—significantly enhance digital marketing adoption among MSMEs. From a performance perspective, Search Engine Optimization, Email Marketing, and Content Marketing demonstrate a positive and statistically significant influence on enterprise growth, whereas Digital Display Advertising and Social Media Marketing exhibit negative associations. The study contributes region-specific empirical evidence to the digital entrepreneurship literature and offers policy-relevant insights for optimizing digital marketing investments among MSMEs.