Investigating Web Based Marketing in the Context of Micro and Small-Scale Enterprises (MSEs): A Decision Tree Classification Technique

Domain:

socioeconomic

Creator:

MonSteChr

Publisher:

Inf

Host:

This paper presents the findings of an exploratory study of web based marketing (WBM) usage predictor variables in the context of micro and small-scale enterprises (MSEs). By means of a cross-sectional field study, a structured questionnaire was used to elicit responses from 267 enterprises situated in the South East Region of Nigeria. The main rationale for this study is to provide a vivid description of pertinent variables that are most likely to influence an enterprise’s consideration of the relevance and/or implementation of WBM. Against this backdrop, the authors used the decision tree classification technique of data mining to build a predictive model. One of the interesting findings in this study seems to show that service-oriented enterprises that have a social media presence and are equally headed by highly educated women have a higher proclivity of engaging in WBM. By and large, our findings provide an understanding of idiosyncratic factors that impact on WBM non (usage) by enterprises. Lastly, our findings have implications for practitioners and policy makers in developing countries, particularly that of Nigeria.

Visit

doi.org

Investigating the adoption of the root and tuber composite flour (RTCF) technology transferred among micro- and small-scale entrepreneurs (MSEs) in the bakery industry in Ghana

Human Capital Barriers to Technological Absorption and Innovation by Ethiopia’s Micro and Small Enterprises (MSEs)

Ethiopia's private sector is dominated by micro and small enterprises (MSEs), many of them operating

The potential of industrial symbiosis in fostering sustainable entrepreneurship among the micro and small enterprises (MSEs): evidence from a developing country

Purpose The purpose of this study is to explore the status and potential of industrial symbiosis in

Modeling the Influence of Relationship Marketing, Green Marketing and Innovative Marketing on the Business Performance of Small, Medium and Micro Enterprises (SMMES)

Small, Medium and Micro Enterprises (SMMEs) are considered as economic engines for many countries. I

Online Marketing and the Growth of Micro, Small and Medium Enterprises (MSMEs) in Edo State, Nigeria

This paper explores the impact of online marketing on the growth of Micro, Small, and Medium Enterpr

Microfinance Institution (MFIs) and Survival of Micro and Small Enterprises (MSEs): Empirical Evidence of TraderMoni Scheme Beneficiaries in South-Western Nigeria.

Deregulation in Microfinance Institution (MFIs) in accordance with regulatory policy architecture si