E-marketing, Technological Capabilities, and Performance of Small and Medium Enterprises in North East Nigeria

Mohammed Lawal Inuwa () and Friday Igbadumhe ()
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Mohammed Lawal Inuwa: Federal Polytechnic Bauchi
Friday Igbadumhe: Lead City University

Chapter Chapter 21 in Innovation-Driven Business and Sustainability in the Tropics, 2023, pp 361-383 from Springer

Abstract: Abstract Small and Medium Enterprises (SMEs) play a major role in the world economy accounting for humongous economic development and employment growth. On the other hand, the revolution in information technology (IT) and communications has changed the way people conduct business today. Thus, the reinvention of marketing requires a cursory examination of the role of e-marketing and technological capabilities on the performance of SMEs is imperative. A cross-sectional survey was used to collect data from SMEs in Northeast Nigeria, while the Linear Regression model was deployed to test hypotheses. The study found that e-marketing has a significant effect on competitive advantage, Sales volume, customer retention, and market share Furthermore, the technological capabilities of small businesses have proven to be a catalyst to the performance of SMEs in Northeast Nigeria. Beneficiaries of this research include Researchers, Entrepreneurs, Policy makers, and practitioners.

Keywords: E-marketing; Technological capabilities; SME; Competitive advantage (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-99-2909-2_21

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DOI: 10.1007/978-981-99-2909-2_21

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