Research on Factors Affecting Digital Marketing Investment Activities in Small and Medium Enterprises in Hanoi City

Abstract

In the ever-evolving technology landscape, digital marketing has been thriving globally. Investing in digital marketing activities is crucial for businesses in general and SMEs in particular. The study selects the scope of small and medium enterprises (SMEs) in Hanoi city to evaluate factors affecting digital marketing investment activities in small and medium enterprises. The study uses both qualitative and quantitative methods. The research results identify five factors affecting digital marketing investment in small and medium enterprises (including leadership capacity, quality of human resources, financial ability, corporate culture and scientific and technological capacity). The research results can serve as a basis for solutions to improve digital marketing investment activities in small and medium enterprises, as well as valuable information for reference for small and medium enterprises in Hanoi in making investment decisions.