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

Domain:

socioeconomicdigital infrastructure

Record type:

paper
Creator:
OGUJEG
Publisher:
IJAAR Publishing
Host:avatar
This paper explores the impact of online marketing on the growth of Micro, Small, and Medium Enterprises (MSMEs) in Edo State, Nigeria by focusing on the significant gap in understanding the challenges and opportunities faced by MSMEs in adopting online marketing. It specifically focused on investigating the relationships between, online marketplaces (such as Jumia and Konga) and the growth of MSMEs. The research utilizes the Technology Acceptance Model to analyze the propensity of MSME owners to adopt online marketing platforms. The empirical findings, based on a sample of 365 MSMEs in Edo State, reveal significant impact between online marketplaces by demonstrating a significant positive effect on MSME growth. The finding contributes to the understanding of how online marketing can be leveraged to enhance the growth and sustainability of MSMEs in developing economies like Nigeria. The study concludes with recommendations for MSMEs to prioritize investments in online marketing to foster their growth.

Languages

EdoFamLutos

Tags

MSMEsOnline marketinggrowthOnline MarketplacesMSMEs Growth

Licenses

Creative Commons Attribution 4.0 Internationalhttps://creativecommons.org/licenses/by/4.0/legalcode

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