Digital Engagement and Strategic Performance in Smes: A Predictive Model based on User Experience and Interaction Dynamics

Abstract

In the context of accelerating digital transformation, small and medium-sized enterprises (SMEs) face the challenge of designing effective digital marketing strategies that enhance competitiveness and strengthen customer relationships. This research proposes a Digital Engagement Efficiency Model that integrates four key dimensions of online performance: immersion, usability, interaction, and commitment. The model reinterprets the traditional 4F’s (Flow, Functionality, Feedback, and Fidelity) under a framework of digital engagement and strategic performance.

Using a mixed-method approach, a quantitative survey was applied to SMEs in northern Mexico, complemented by qualitative interviews with marketing managers. The data were analyzed using Structural Equation Modeling to identify the predictive relationships between digital engagement factors and strategic performance outcomes.

Results demonstrate that immersion and interaction significantly predict the effectiveness of digital marketing management, while usability and commitment act as mediating variables that reinforce customer loyalty and brand perception. The study concludes by offering a set of strategic guidelines for SMEs to enhance their digital maturity and optimize marketing return on investment.