Digital Marketing, Human Capital and Performance of Small and Medium Enterprises (SME) in Northeast Nigeria: A Conceptual Review

Mohammed Lawal Inuwa, Friday Igbadumhe Abaye and Hashim Sabo Bello
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Mohammed Lawal Inuwa: Department of Marketing, Federal Polytechnic Bauchi
Friday Igbadumhe Abaye: Department of Mgt and Accounting, Lead City University, Ibadan
Hashim Sabo Bello: Department of Business Admin and Mgt, Abubakar Tatari Ali Polytechnic Bauchi

Lead City Journal of the Social Sciences (LCJSS), 2025, vol. 10, issue 3, 116-130

Abstract: This conceptual review investigates the relationship between digital marketing strategies and Small and Medium Enterprises (SME) performance, focusing on the moderating role of human capital. The analysis highlights the crucial impact of digital marketing investments in improving brand visibility, customer engagement, and sales conversions for SMEs. Additionally, the study emphasizes the significance of human capital in driving SME performance outcomes. The conceptual framework provides a theoretical foundation for understanding how digital marketing strategies, human capital dimensions, and SME performance are interconnected. The practical implications of this study can assist SME practitioners in optimizing digital marketing strategies, prioritizing human capital investments, and enhancing organizational performance in dynamic market settings. This study contributes to existing literature by offering a nuanced and theoretically informed perspective on the interplay between digital marketing, human capital, and SME performance, aiming to facilitate strategic decision-making, encourage innovation, and drive sustainable growth within the SME sector. Recommendations for future research include addressing knowledge gaps, validating theoretical frameworks, exploring mediating factors, and fostering interdisciplinary collaborations to advance evidence-based practices in digital marketing, human capital management, and SME performance domains. Continued scholarly inquiry and collaboration between academia, industry practitioners, and policymakers are essential for advancing our understanding of the intricate dynamics influencing SME performance in digitalized economies and fostering the prosperity of SMEs worldwide

Keywords: Digital Marketing; SME performance; Human Capital; Conceptual Review; Moderating Role (search for similar items in EconPapers)
Date: 2025
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