MPACT OF ELECTRONIC MARKETING AND PERFORMANCE OF SMALL AND MEDIUM SCALE ENTERPRISES IN KANO STATE

Authors

  • R. H. Ismail Department of Business Education, Federal University of Education, Zaria
  • I. A. Yushau Department of Business Administration, Kaduna State University
  • R. M. Ahmad Department of Business Administration, Kaduna State University
  • B. I. Muhammad Department of Business Administration, Kaduna State University

Keywords:

SME performance, E-mail marketing, Online advertising, E-marketing strategies, Competitive advantage

Abstract

This study reveals that e-mail marketing and online advertising significantly enhance SME
performance, demonstrating a stronger effect. These findings align with the Resource-Based
View (RBV) theory, underscoring e-marketing as a valuable asset for achieving competitive
advantage. The study concludes by recommending that SMEs in Kano State adopt a balanced
e-marketing strategy that leverages the strengths of online advertising and e-mail marketing
to maximize performance outcomes and secure a competitive edge. The study investigated the
impact of e-mail marketing and online advertising on the performance of small and medium
enterprises (SMEs) in Kano State, Nigeria, focusing on evaluating how these e-marketing
strategies drive business success. The sample size of 437 SMEs was drawn, using
proportional sample technique. Using a cross-sectional survey design, data were collected
from through a structured questionnaire and analysed using multiple regression.

Published

2024-12-20

Issue

Vol. 2 No. 2 (2024)

Section

Articles