Authors :
Mohammed Lawal Inuwa; Murtala Habib
Volume/Issue :
Volume 8 - 2023, Issue 4 - April
Google Scholar :
https://tinyurl.com/bp7928sn
Scribd :
https://tinyurl.com/5bt9a7vu
DOI :
https://doi.org/10.5281/zenodo.10824964
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 on the performance of SMEs is imperative.
A cross-sectional survey was used to collect data from
SMEs in Bauchi Metropolis, 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 of SMEs in Bauchi Metropolis, Nigeria.
86Beneficiaries of this research include Researchers,
Entrepreneurs, Policy makers, and practitioners.
Keywords :
E-Marketing, SME Performance, Competitive Advantage, Sales Performance, Customer Retention.
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 on the performance of SMEs is imperative.
A cross-sectional survey was used to collect data from
SMEs in Bauchi Metropolis, 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 of SMEs in Bauchi Metropolis, Nigeria.
86Beneficiaries of this research include Researchers,
Entrepreneurs, Policy makers, and practitioners.
Keywords :
E-Marketing, SME Performance, Competitive Advantage, Sales Performance, Customer Retention.
