DIGITAL MARKETING INFLUENCE ON THE RELATIONSHIP BETWEEN ENTREPRENEURIAL ORIENTATION AND SME PERFORMANCE IN KADUNA STATE, NIGERIA

Abstract

The primary objective of this research was to investigate the impact of digital
marketing on the relationship between entrepreneurial orientation components
(proactiveness, innovativeness, risk-taking) and the performance of Small and
Medium-sized Enterprises (SMEs). Employing a quantitative research approach,
the study utilized purposive sampling and collected data from 402 SMEs owners
and managers in Kaduna state via administered questionnaires. The gathered
data were analyzed using structural equation modeling with the PLS-SEM
software. The research findings unveiled several key insights: innovativeness and
risk-taking were positively and significantly associated with SMEs performance,
while proactiveness did not exhibit a significant influence on SMEs performance
in Kaduna state. Furthermore, the study revealed that digital marketing acted as
a moderator in the relationship between proactiveness and risk-taking and SME
performance. As a result of these findings, the study recommends that SMEs
owners and managers should prioritize creativity and continual improvement in
their product and service offerings to expand their customer base and enhance
their market share. Additionally, offering resources and support to encourage
proactivity and the implementation of innovative ideas is advised to foster a more
dynamic and competitive SMEs environment.