Modifying the financial results of SMEs via the use of digital marketing, digital finance, and digital payment

The goal of this research is to determine how factors related to digital banking, digital marketing, and digital payment methods affect financial outcomes. Structural Equation Modelling (SEM) using SmartPLS ۳.۰ software was used for quantitative data analysis in this research. Snowball sampling is a technique for picking a representative sample. ۱۹۰ SMEs in the Iran province of Tehran were asked to fill out an online survey, and the results were analysed. According to the data, digital finance, digital payment, and digital marketing have all had a positive and statistically significant impact on financial performance. By highlighting the importance of MSME digitalization and MSME entrepreneurs' financial literacy, this study's results may aid MSME players in growing their businesses and so improving company performance. Keep in mind the need for company owners to increase their digital literacy in light of the pervasiveness of IT in modern enterprise.

کلیدواژه ها:

digital marketing ، digitalization ، SEM ، marketing ، digital payment