MA 45 EFFECT OF ELECTRONIC MARKETING ON THE PERFORMANCE OF SMES IN KARU LOCAL GOVERNMENT AREA, NASARAWA STATE OF NIGERIA

 EFFECT OF ELECTRONIC MARKETING ON THE PERFORMANCE OF SMES IN KARU LOCAL GOVERNMENT AREA, NASARAWA STATE OF NIGERIA

 

AKYÜZ, MURAT, PhD
OPUSUNJU MICHAEL ISAAC, PhD
AHMED IBRAHIM ABDULLAHI, PhD


 

ABSTRACT
The study examined the effect of electronic marketing on the performance of SMEs in Karu Local Government Area, Nasarawa State of Nigeria. The study adopted survey research design. The population of the study consists of 533737 small and medium scale enterprises in Karu Local Government Area, Nasarawa State of Nigeria. The study used Taro Yamane formula to determine the sample size of 400 small and medium scale enterprises in Karu Local Government Area, Nasarawa State of Nigeria. The study used simple random sampling method to select 400 owners or owner managers of small and medium scale enterprises in Karu Local Government Area, Nasarawa State of Nigeria. The method of data collection used was questionnaire which was administered to the respondents. The statistical tool adopted was regression. The findings revealed that there is positive and insignificant effect of electronic marketing on the performance of small and medium scale enterprises in Karu Local Government Area, Nasarawa State of Nigeria. The study recommended that Small and medium scale enterprises in Karu Local Government Area of Nasarawa State of Nigeria should start to use electronic marketing in marketing their goods and services even though it has insignificant effect on performance of their businesses. They should effectively use it in communicating and selling their products and services to consumers and in the future, SMEs in Karu Local Government Area of Nasarawa State of Nigeria will have significant effect on performance.
Keywords: Electronic marketing, social media, email marketing and performance 


Akyuz, M., Opusunju, M. I., & Abdullahi, A. I. (2020, June). Effect of Electronic Marketing On The Performance of Smes in Karu Local Government Area, Nasarawa State of Nigeria. FUO Quarterly Journal of Contemporary Research, 8(2), 1-17.

 https://drive.google.com/file/d/1JAY_GB7LHfNPT_OecOB7NeE2e_no_YjI/view?usp=sharing

https://www.fuojournals.com/books/read/QUARTERLY_JOURNAL__OF_CONTEMPORARY_RESEARCH_VOLUME_8__NUMBER_2__JUNE_20203164EFFECT_OF_ELECTRONIC_MARKETING_ON_THE_PERFORMANCE_OF_SMES_IN_KARU_LOCAL_GOVERNMENT_AREA__NASARAWA_STATE_OF_NIGERIA.pdf

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