DIGITAL MARKETING STRATEGY AND MARKETING PERFORMANCE OF SMALL SCALE ENTERPRISES IN ENUGU STATE, NIGERIA

Abstract

This study investigated the effect of digital marketing strategy on marketing performance of small scale enterprises in Enugu State. The study examined the effect of digital marketing tools including social media marketing, mobile marketing, email marketing, content marketing and search engine marketing on marketing performance of small scale enterprises in Enugu State. The study adopted a descriptive survey research design. The population size was unknown while the sample size was 384 respondents.. Primary source of data was used while the instrument of data collection was a structured questionnaire. The validity of the instrument was tested using expert opinion while the reliability was tested using Cronbach Alpha coefficient. Quota sampling technique was adopted in the study.. Multiple regression method was used to test the hypotheses at 5% level of significance. The findings revealed that the digital marketing strategies have a significant and positive effect on marketing performance of small scale enterprises in Enugu State. The study recommended that owners/managers of small scale enterprises in Enugu State should adopt and implement digital marketing as a part of their operations The findings of the study have many implications to the policy makers, stakeholders, owners/ managers/ marketers of small scale businesses, consumers and future researchers.