DIGITAL MARKETING AND SUSTAINABLE GROWTH; EVIDENCE FROM SMALL AND MEDIUM SCALE ENTERPRISES (SMES) IN NORTH CENTRAL, NIGERIA.

This study investigated the effect of digital marketing on SMEs sustainable growth in north-central, Nigeria using descriptive research design in which a cross-sectional survey method was adopted. The method deals with quantitative data generated through questionnaire to answer the research questions and to test the hypotheses formulated. The total population of SMEs in north central was 5,188,310 A sample of 400 SMEs was stratified and randomly selected. However, the conclusion was drawn on the hypotheses based on the three hundred and seventy- nine (379) copies of the questionnaire that were returned. Data were analyzed using multiple regression. The result of the analysis indicates that digital brand awareness (? = 0.310, t= 5.011) have significant positive effect on SMEs sustainable growth in north-central, Nigeria. The study equally revealed that digital brand loyalty (? = 0. .689, t= 11.130) have significant positive effect on SMEs sustainable growth in north-central, Nigeria The study recommended that SMEs owners should maintain consistency in branding elements across all digital channels. This includes logo, color palette, tone of voice, and messaging. The study also recommended that SMEs owners should implement digital loyalty programs to reward and incentivize repeat customers.

1 29 Mar, 2024

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