Impact of the Entrepreneurs’ Characteristics on Digital Marketing of Small Enterprises

A Field Study on Clients of Microfinance Institutions in the Capital Municipality of Sana’a

Abstract

The current study aimed to determine the impact of  the characteristics of  entrepreneurs on the success of small enterprises through digital marketing in the Capital Municipality of Sana’a, and to achieve the objectives of the study and test its hypotheses, the descriptive analytical approach was used, and a questionnaire was designed for the purpose of collecting data from the study sample of small enterprises owners who are clients of financing institutions The study population included (3424) individuals, and the study sample included (337) questionnaires distributed to the owners of small enterprises as a simple random sample. In order to analyze the data, statistical analysis was used via the (SPSS) program for the purposes of the descriptive analysis of the variables of the study, and the structural modeling was used with the partial least squares algorithm (PLS-SEM) by the statistical program (SmartPLS) to test the hypotheses. The study concluded that there is a statistically significant effect of the characteristics entrepreneurs in the digital marketing of small enterprises in the Capital Municipality of Sana’a. The study presented a set of recommendations, including: the need to adequately employ the characteristics of  entrepreneurs in the digital marketing, the need to fully employ digital marketing in its dimensions, and financing institutions and the competent authorities to support the owners of small enterprises and assist them in employing the characteristics that they characterize very highly  in digital marketing by providing effective courses and providing appropriate  financing on easy term.