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Authors
Oche Samuel Clement, Dr Ume Eucheria Chibuzo, Dr Araga
e-mail: [email protected] 08033082733
Department of Business Administration
National Open University of Nigeria (NOUN), Abuja
ABSTRACT
Despite the growing adoption of digital tools among Nigerian businesses, there remains some challenges and problems adopting digital marketing strategies to enhance sales performance in terms of market penetration and return on investment amongst the selected MSMEs in Kaduna metropolis. The study anchored on Technology Acceptance Model (TAM), employed descriptive survey research design with targeted population size of 133 of MSMEs owners/managers with sample size of 98 respondents from distributed structured google–based questionnaire on a five-point Likert scale for collecting primary data. Data collected were analyzed using descriptive statistics analysis (mean, mode, median and percentage) and Pearson correlation analysis. The result revealed distinct patterns in digital marketing effectiveness. Online advertising demonstrated the strongest positive correlation with business performance (r = .675, p < .05), highlighting its role in driving measurable outcomes. Social media marketing showed widespread adoption but only a weak, non-significant relationship with performance (r = .073, p < .05), suggesting implementation gaps. Surprisingly, email marketing exhibited negative correlations with both online advertising (r = -.507, p < .05) and business performance (r = -.325, p = .05), indicating potential challenges in execution or contextual mismatches. The findings bring to the fore the need for MSMEs owners/managers to strategically implement digital marketing, particularly prioritizing online advertising while addressing skill gaps in social media and email marketing execution. The study recommends that MSMEs owners or managers develop and implement comprehensive digital marketing strategies to enhance competitiveness and sales growth.
Keywords: Digital Marketing Strategies, Social media marketing, online marketing, email marketing, MSMEs performance
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