Influence Of E-Marketing On The Performance Of Small-Scale Businesses In Selected Local Government Area Of Ogun State, Nigeria.

Abstract

This research work empirically explored the influence of online marketing on the performance of small and medium-scale enterprises (SMEs) in Nigeria, drawing a case study from selected local government area of Ogun State, Nigeria.The study limited its scope to 196 SMEs owners drawn from two local government areas of Ogun State, Nigeria,(Ijebuode and Abeokuta local governments), using the purposive sampling technique. In order to achieve the purpose of the study, contingency management theory was used as a framework. The research design used for this study is survey. From the analysis of the data, the findings showed that Digital marketing has a great importance on small and medium scale enterprises in Nigeria; Digital marketing has positive impact on the business performance of SMEs in Ijebu-Ode and Abeokuta; Email marketing, blog marketing, search engines and social media are some of the Digital marketing strategies used by SMEs in Ijebu-Ode and Abeokuta to improve its business performance; and finally that E-marketing applications are well utilised by SMEs in Ijebu-Ode and Abeokuta to improve its business performance. Following the findings, it was recommended among other things that The government of Nigeria and private sector partnerships can engage in a campaign to disseminate information to SMEs about e-marketing framework and policies, best practices, success stories, and opportunities and obstacles relating to the use of ICTs and e-marketing; and that these awareness campaigns could include affordable training courses and workshops on e-marketing, security and privacy, awards programs, and information centres to assist SMEs.