E-Marketing Adoption by Small and Medium Enterprises (SMEs) in South Eastern States of Nigeria

Peace Eze; C. O. O. Bikeze

doi:10.12816/0039655

Article Details

E-Marketing Adoption by Small and Medium Enterprises (SMEs) in South Eastern States of Nigeria

Authors:

Peace Eze | C. O. O. Bikeze

Publisher:

Zainab Arabian Research Society for Multidisciplinary Issues ( ZARSMI )

Main Topics:

General management

Journal:

NG-Journal of Social Development 2017 Vol.6 Issue 4, pp.11-20

Document Type:

Article

Publication Date:

8/2017

Document Language:

English

Document ID (Org No.):

107008

Frequency:

Tri-Annual

eISSN:

01895958

pISSN:

01895958

DOI:

10.12816/0039655

Descriptors:

Keywords:

Abstract:

 Electronic marketing has become a popular marketing tool in the modern world. A number of organizations from small to large size firms have implemented or are about to implement emarketing to attract and retain their customers in the competitive business environment. The purpose of the study is to explore the perception of e-marketing adoption by small and medium enterprises (SMEs) in South Eastern States of Nigeria. Two research questions guided the study. Two null hypotheses were tested at 0.05 level of significance. Survey research design was adopted for the study. The population of the study consisted of 1,846 SMEs (owners/managers) in the area. Stratified random sampling technique was used for the study. A sample of 1,473 SMEs managers were randomly selected using stratified random sampling. A structured questionnaire was used for data collection. Mean and standard deviation were used to answer the research questions. Z-test was used to test the null hypotheses. Finding of the study indicated that SMES in South Eastern Nigeria utilize e-advertising and e-purchasing marketing applications in their operations to a low extent. The results also showed that there was a significant difference in the mean ratings of SMEs managers on the extent they utilize e-advertising and e-purchasing marketing applications in their business operations based on gender. Based on the findings of the study, it was recommended among others that small and medium enterprises in South Eastern Nigeria that have not adopted any form of emarketing should make immediate effort to begin the adoption in order to satisfy the demands of their customers and to keep pace with the current global marketing practice. This would improve their productivity and reduce the high mortality rate of SMEs.

Article Details

E-Marketing Adoption by Small and Medium Enterprises (SMEs) in South Eastern States of Nigeria

Authors:

Peace Eze | C. O. O. Bikeze

Publisher:

Zainab Arabian Research Society for Multidisciplinary Issues ( ZARSMI )

Main Topics:

General management

Journal:

NG-Journal of Social Development 2017 Vol.6 Issue 4, pp.11-20

Document Type:

Article

Publication Date:

8/2017

Document Language:

English

Document ID (Org No.):

107008

Frequency:

Tri-Annual

eISSN:

01895958

pISSN:

01895958

DOI:

10.12816/0039655

Descriptors:

MARKETING

MARKETING TECHNIQUES

MARKETING CHANNELS

ADVERTISING

INTERNET

SMALL ENTERPRISES

MEDIUM ENTERPRISES

NIGERIA

E-Marketing

Small and Medium Scale Enterprises

E-Advertising and E-Purchasing

Issues

Article Details

Authors: Peace Eze | C. O. O. Bikeze

Publisher: Zainab Arabian Research Society for Multidisciplinary Issues ( ZARSMI )

Main Topics: General management

Journal: NG-Journal of Social Development 2017 Vol.6 Issue 4, pp.11-20

Document Type: Article

Publication Date: 8/2017

Document Language: English

Document ID (Org No.): 107008

Frequency: Tri-Annual

eISSN: 01895958

pISSN: 01895958

DOI: 10.12816/0039655

Descriptors:

Issues

Authors:

Peace Eze | C. O. O. Bikeze

Publisher:

Zainab Arabian Research Society for Multidisciplinary Issues ( ZARSMI )

Main Topics:

General management

Journal:

NG-Journal of Social Development 2017 Vol.6 Issue 4, pp.11-20

Document Type:

Article

Publication Date:

8/2017

Document Language:

English

Document ID (Org No.):

107008

Frequency:

Tri-Annual

eISSN:

01895958

pISSN:

01895958

DOI:

10.12816/0039655