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E-marketing, Technological Capabilities, and Performance of Small and Medium Enterprises in North East Nigeria

In: Innovation-Driven Business and Sustainability in the Tropics

Author

Listed:
  • Mohammed Lawal Inuwa

    (Federal Polytechnic Bauchi)

  • Friday Igbadumhe

    (Lead City University)

Abstract

Small and Medium Enterprises (SMEs) play a major role in the world economy accounting for humongous economic development and employment growth. On the other hand, the revolution in information technology (IT) and communications has changed the way people conduct business today. Thus, the reinvention of marketing requires a cursory examination of the role of e-marketing and technological capabilities on the performance of SMEs is imperative. A cross-sectional survey was used to collect data from SMEs in Northeast Nigeria, while the Linear Regression model was deployed to test hypotheses. The study found that e-marketing has a significant effect on competitive advantage, Sales volume, customer retention, and market share Furthermore, the technological capabilities of small businesses have proven to be a catalyst to the performance of SMEs in Northeast Nigeria. Beneficiaries of this research include Researchers, Entrepreneurs, Policy makers, and practitioners.

Suggested Citation

  • Mohammed Lawal Inuwa & Friday Igbadumhe, 2023. "E-marketing, Technological Capabilities, and Performance of Small and Medium Enterprises in North East Nigeria," Springer Books, in: Emiel L. Eijdenberg & Malobi Mukherjee & Jacob Wood (ed.), Innovation-Driven Business and Sustainability in the Tropics, chapter 0, pages 361-383, Springer.
    • Handle: RePEc:spr:sprchp:978-981-99-2909-2_21
    DOI: 10.1007/978-981-99-2909-2_21
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