Influence of Digital Marketing on Performance of Retail Cosmetics Businesses: A Case of Nyamagana District, Mwanza City

Abstract

Purpose of the Study: The study investigates the effect of digital marketing tools mobile advertising, content marketing, and email marketing on the performance of retail cosmetics businesses in Nyamagana District, Tanzania. It aims to identify which strategies most effectively enhance business outcomes such as sales growth, customer engagement, and brand awareness.
Design/Methodology: A quantitative research approach with a correlational research design was adopted. Primary data were collected from 76 retail cosmetics businesses using structured questionnaires. Descriptive and inferential statistics, including correlation and regression analyses, were conducted using SPSS Version 26 to examine relationships between digital marketing strategies and business performance.
Findings: Mobile advertising emerged as the strongest predictor of business performance (β = 0.386) followed by content marketing (β = 0.340), Email marketing showed a weaker and statistically insignificant effect (β = 0.106). The results indicate that retail cosmetics businesses leveraging mobile and content-based strategies experience improved performance, whereas email marketing is less effective in the local context.
Originality/Value: This study contributes to digital marketing literature by providing empirical evidence on the performance effects of specific digital marketing tools within the cosmetics sector of a Tanzanian urban district. It fills the research gap in applying global digital marketing strategies to SMEs in developing markets.
Practical Implications: Retail cosmetics businesses in Nyamagana can maximize performance by prioritizing mobile advertising and content marketing strategies. Email marketing should be used selectively for corporate clients or highly educated consumers. Businesses should adapt marketing practices to align with local technology adoption and consumer behavior.
Social Implications: The study highlights the role of accessible digital platforms in supporting small enterprises, which can contribute to local economic growth, employment, and customer access to products. Adoption of digital marketing can empower SMEs to compete effectively in the local market.
Limitation of the Study: Data were obtained from a small sample within one district, which limits the wider generalizability of the findings.