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Published in
Academic Frontiers
Comparative Effectiveness of Online and Offline Promotional Strategies for MSMEs: Toward Digital Transformation and Sustainable Market Growth
ACADEMIC FRONTIERS Multidisciplinary e-Publication, 1(8), 97-107, ISSN: 3082-4400, 2025.
Recommended Citation:
Mallavo, J. G. P., Onia, D. L. G., Aguirre, A. K. C., Aguro, A. J. D., Basco, A. F., Baylon, S., Briguera, J. D. F., Concepcion, J. A., De Asis, A. A. D., Fausto, A. A. C., Lisondra, R. J. B., Lovedorial, E. K. R., Malunes, J. M. V., Pante, P. C., Volfango, C. P., & Aquino, R. D. (2025). Comparative effectiveness of online and offline promotional strategies for MSMEs: Toward digital transformation and sustainable market growth. Academic Frontiers: Multidisciplinary e-Publication, 1(8), 97–107. https://doi.org/10.5281/zenodo.18136324
Author(s)
Mallavo et al.
Abstract
Micro, Small, and Medium Enterprises (MSMEs) play a vital role in economic development; however, their sustainability increasingly depends on the effectiveness of promotional strategies amid rapid digital transformation. This study examined the comparative effectiveness of online and offline promotional strategies employed by MSMEs, focusing on their influence on attention generation, consumer engagement, desire formation, and purchase behavior toward sustainable market growth. A descriptive qualitative research design was adopted, utilizing semi-structured interviews with purposively selected MSMEs in Sta. Mesa, Manila. Thematic analysis was applied to identify patterns and comparative insights across promotional approaches. Findings reveal that online promotional strategies offer superior advantages in terms of market reach, speed, interactivity, and personalization, enabling MSMEs to enhance visibility and consumer engagement more efficiently. Conversely, offline promotional strategies remain significant for building consumer trust, credibility, and emotional connection through tangible, face-to-face interactions. The results further indicate that integrating online and offline strategies yields optimal promotional effectiveness by combining digital scalability with relational authenticity. Overall, the study highlights that hybrid promotional models support MSMEs’ digital transformation, strengthen consumer relationships, and drive sustainable market growth. The findings provide practical guidance for MSME owners, policymakers, and business development institutions on designing integrated promotional frameworks that are responsive to evolving consumer behavior and technological advancements.
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