DIGITAL MARKETING AND THE PERFORMANCE OF SMALL AND MEDIUM ENTERPRISES IN KOGI STATE

This study examined the effect of digital marketing and the performance of small and medium enterprises (SMEs) in Kogi State, Nigeria. Data were collected from 370 SME managers across agriculture, manufacturing, wholesale/retail trade, and food services sectors. The study used multiple linear regression to analyse the data collected from respondents. Findings reveal that social media marketing significantly enhance SME performance. It was also found that email marketing has positive and significant effect with performance. The study recommends that companies should enhance marketing efforts by blending social media marketing and email marketing, such as sharing email campaigns on social media. It was also recommended that organizations should invest in improving email marketing strategies through personalization, engaging content, and automation tools.

1 01 Dec, 2024

pg: 12

JBMIC PORTAL SYSTEM

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