Description
Effect of e-marketing strategies on the performance of small and medium enterprises (SMEs) Biu, Borno state, Nigeria.
Abstract
This study investigated the effect of e-Marketing strategies on the performance of small and medium enterprises (SMEs) in Biu, Borno State, Nigeria. A cross-sectional survey design was employed, with 303 SMEs participating. The research aimed to determine the impact of social media marketing, online advertising, and email marketing on the performance of SMEs in the study area. The theoretical framework relied on the marketing strategy theory and the diffusion of innovation theory. Data analysis involved multiple regression analysis. The results revealed that social media marketing and online advertising significantly and positively impact SMEs”” performance. Email marketing, however, showed a non-significant positive relationship. The study concludes that SMEs in Biu can enhance their performance by adopting and implementing effective e-marketing strategies like social media and online advertising. Further research is suggested to investigate the influence of additional e-marketing tools like mobile marketing, viral marketing, e-distribution, and e-word of mouth communication. Additionally, exploring the impact of e-marketing strategies on consumers” purchase behavior could provide valuable insights.
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