An Evaluation Of Digital Marketing Workshops For Micro Entrepreneurs In Urban And Semi-Urban Maharashtra

Abstract

Purpose:

This paper attempts to empirically determine the efficacy of structured digital marketing workshops among the micro-entrepreneurs located in urban and semi-urban Maharashtra. However, micro-businesses are disproportionately left behind, as digital technologies are increasingly important to business growth. This research seeks to investigate the impact of the workshop participation on digital readiness, online visibility, sales, and customer engagement, and to examine the moderate impact of location.

Study design/methodology/approach:

Using a mixed-methods approach, the investigation combines pre-and post-workshop evaluations, longitudinal (time series) observations and nested (grouped) comparisons. Statistical analysis is performed using Hierarchical Linear Modeling (HLM) and ARIMA models for time series forecast. The sample comprises 150 micro-entrepreneur, selected by means of stratified random sampling. The data collection instruments were theoretically structured measuring digital competences, marketing performance, and business context.

Findings:

We find that workshop participation has a significant and positive effect on digital readiness and online visibility outcomes, particularly for urban entrepreneurs. Time series model indicates sustained increases in online visibility and customer engagement and monthly sales after the workshop. ARIMA forecast provides evidence of stable increasing trends for performance, suggesting that digital training brings about long- lasting impact when systematically supported.

Originality/value:

The paper provides strong data-driven evidence which supports how targeted digital interventions can overcome capability gaps among grass roots entrepreneurs. In contrast to previous research, we use multilevel time dependent modeling to estimate impact and provide new discoveries on the temporal dynamics of digital adoption in micro-enterprise ecosystems. By drawing attention to contextual dimensions of influence and suggesting actionable approaches, it supports policy, pedagogy, and practice that is scalable for inclusive, adaptive and sustainable digital capacity-building programs.