Adoption and Use of Digital Marketing Channels on the Performance of Small and Medium-sized Enterprises in Delta State| Himalayan Journals

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Go Back Himalayan Journal of Economics and Business Management | Volume 3 Issue 5 | Sept. 20, 2022

53 Downloads136 Views

DOI : 10.47310/Hjebm.2022.v03i05.002 Download PDF HTML XML

Adoption and Use of Digital Marketing Channels on the Performance of Small and Medium-sized Enterprises in Delta State

Dr. Emmanuel Mitaire Tarurhor¹ and Nansoh Abed Shalvong²

¹Associate Professor of Business Administration, Delta State University, Abraka, Nigeria

²M.Sc., Student in Department of Business Administration, Delta State University, Abraka, Nigeria

*Corresponding Author

Dr. Emmanuel Mitaire Tarurhor

Article History

Received: 30.08.2022

Accepted: 10.09.2022

Published: 20.09.2022

Abstract: The adoption and use of digital marketing channels (DMC), as well as their impact on the performance of small and medium-sized businesses in Delta State, were investigated in this study. The study uses the correlational and descriptive survey research design to achieve unbiased results. Data used for the analysis were extracted from 180 respondents consisting of small and medium-sized enterprise (SMEs) managers from Marketing departments, Operations departments, and Finance departments in Warri and Ughelli Environs filling out a self-structured questionnaire. Simple percentage, frequency count and mean statistics were used to examine the data collected from respondents on the research questions, while the Pearson Product Moment Correlation Coefficient was used to test the study's hypotheses. The study's findings revealed that SMEs use a variety of DMC for their marketing operations, which have a profound positive impact on SMEs' performance. However, the study established that the adoption of DMC by SMEs does not correlate with their performance. The study recommends that SMEDAN and other associated organizations should strengthen awareness programs on the adoption of digital marketing channels in order to educate SMEs owners and staff about these tools, particularly those that are still underutilized.

Keywords: Adoption of Digital Marketing, Internet, Performance, SMEs, Usage of Digital Marketing.