WEB AND SOCIAL MEDIA MARKETING AS TOOLS FOR ACHIEVING MARKETING PERFORMANCE AMONG SELECTED SMALL AND MEDIUM SCALE ENTERPRISES IN A DIGITAL ECONOMY
Abstract
This study examines how web and social media marketing can be used as tools for achieving marketing performance among selected small and medium scale enterprises in a digital economy, using Abia State in Nigeria as a microcosm. In carrying out the research, multi-stage probability sampling method was adopted for the study. Here the state was divided into three educational zones namely Abia North, Abia Central and Abia South. From each of these zones, 50 respondents were selected which gave us a sample size of 150. From here, 150 copies of questionnaire was designed for collection of primary data for the study. Cronbach Alpha model was computed to determine the reliability of the research instrument. And a result of 0.76 and 0.74 were adopted for reliability of the instrument. After the empirical analysis and statistical research, it was concluded that Facebook, WhatsApp and Twitter or X as dimensions of social media web marketing were significant and positively affected marketing performance of the selected SMEs in the study area. Taking cognizance of the results of the analysis, the research suggests that to enhance and consolidate on the gains of marketing performance via social media and web marketing in a digital economy, SMEs should manage their use of using Facebook, WhatsApp and Twitter or X in the modern global cum digital economy, like their counterparts in multinational firms. Such will stimulate market customer traffic and thereby demand for their (SMEs) product in the long-run.
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Published in JOURNAL OF BUSINESS & ECONOMY
ISSN: 2808-5428
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