The Influence of Online Marketing on Marketing Performance of Small and Medium Scale Businesses in Akwa Ibom State Nigeria
Journal Title: International Journal of Multidisciplinary Research and Analysis - Year 2022, Vol 5, Issue 01
Abstract
Online marketing entails carrying out marketing activities with the use of internet-based application. The main objective of the study was to ascertain the relationship between online marketing and marketing performance of small and medium scale enterprises in Akwa Ibom State. The sample consisted of 366 SMEs operators across the three senatorial districts in Akwa Ibom State. Survey research design was adopted by the researcher. Data were collected with the use of structured questionnaire. Two hypotheses were formulated tested and analyzed using the simple linear regression. It was discovered that there is significant relationship between the two proxies of online marketing and marketing performance of small and medium scale enterprises in Akwa Ibom State. In line with the findings, the researchers concluded that e-mail marketing and search engine marketing does enhance marketing performance of micro, small and medium scale enterprises in Akwa Ibom State. The researcher further recommended SMEs that have not been using these dimensions to a large extent should do so in order to be competitive and enhance their performance.
Authors and Affiliations
Clement Udowong Eke
Keywords
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- EP ID EP705419
- DOI 10.47191/ijmra/v5-i1-16
- Views 87
- Downloads 0
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