AGBONIFOH Christopher Ihionkhan (PhD)1
&
OZOLUA Eguakhide2
Department of Marketing, University of Benin, Edo State
Department of Banking & Finance, University of Benin, Edo State
Corresponding Author’s Email: christopher.aghonifoh@unihen.edu
Abstract
This study examined digital marketing and small and medium scale enterprises performance in Egor Local Government Council, Benin City. Specifically, the research ascertained the effect of social media marketing, email marketing and search engine marketing on SMEs’ performance in Egor Local Government Council, Benin City. The study adopted the survey research design. Convenience sampling was employed to select a sample of 100 SMEs operators in Egor Local Government Council in Benin City. Data were derived from primary sources and analysed using simple percentages, means, and multiple regression for the purpose of testing hypotheses formulated. The result showed that social media marketing was positive and significantly related to SMEs’ performance in Egor Local Government Council. Email marketing was positive and significantly related to SMEs ’ performance in Egor Local Government Council. Search engine marketing was significant and positively related to SMEs ’ performance in Egor Local Government Council.
Keywords: Business performance, Digital marketing, Enterprises, SMEs, Social media
