Abstract

This study investigates how digital marketing adoption (search engine optimization, social media marketing, email campaigns, and online advertising) influence the export performance of Moroccan small and medium enterprises (SMEs), with digital transformation as a mediating factor. Using data from 190 Moroccan marketing firms, we employ structural equation modeling to analyze the relationships. Results indicate that digital marketing adoption leads to a 40% increase in international inquiries and 25% sales growth. Results indicate that digital transformation mediates 58% of performance gains; with significant sectorial variations technology and retail SMEs achieve 28–42% higher performance than agriculture/handicrafts. Urban-rural disparities persist; with Casablanca-based firms adopting tools 2.3x faster due to infrastructure gaps. However, financial constraints, limited digital literacy, and infrastructure gaps hinder implementation. The Technology Acceptance Model (TAM) framework confirms that perceived usefulness and ease of use significantly predict adoption. The study offers policy recommendations for supporting SMEs in their digital transition, including subsidized training programs and improved e-commerce infrastructure. These findings underscore the need for sector-specific interventions and rural digital inclusion to maximize export potential. These findings contribute to the literature on digitalization in emerging economies and provide actionable insights for SME owners and policymakers.

Keywords: Digital marketing; export performance; Moroccan SMEs; content quality; social media engagement; global markets; customer trust.