THE ROLE OF DIGITAL ADVERTISING IN PROMOTING SMALL AND MEDIUM ENTERPRISES (SMES) IN IKA SOUTH LOCAL GOVERNMENT AREA OF DELTA STATE
Abstract
This study investigated the role of digital advertising in promoting small and medium enterprises (SMEs) in Ika South Local Government Area of Delta State, Nigeria. The research aimed to identify various digital marketing strategies used by SMEs, investigate the effects of digital advertising on SME performance, and determine ways of promoting SMEs through digitals advertising channels. A descriptive research design was adopted for the study. The population comprised SMEs in Ika South Local Government Area, with an estimated projection of 172,395 based on 2024 statistics. Using the Taro Yamane formula for finite population, a sample size of 200 respondents was selected. Data was collected through a researcher- developed questionnaire tagged "Role of Digital Advertising in Promoting Small and Medium Scale Enterprises (RDAPSME)" and analyzed using simple percentage, standard deviation, and chi-square statistical methods. The findings revealed that majority of SMEs (80%) utilize various digital marketing strategies including creating high-quality engaging content, establishing strong social media presence on platforms like Facebook, Instagram, TikTok, and LinkedIn, and integrating digital technologies across business operations. The study found significant effects of digital advertising on SME performance (54%), with digital advertising enhancing market strategy, customer reach, brand recognition, sales growth, customer acquisition, and retention. Key promotional methods identified include leveraging social media platforms (74%), using visual ads on websites and online publications (72%), and employing targeted email marketing campaigns. The study concluded that digital advertising significantly impacts SME performance and provides effective promotional avenues for businesses in the study area. Recommendations include enhanced social media integration, platform optimization based on target audience, continuous performance monitoring, and government support through training programs. The research contributes to understanding digital marketing adoption among Nigerian SMEs and provides empirical evidence for policy formulation in the digital economy sector
Full-Text Access Notice
In accordance with the NERD Policy on promoting peer-reviewed publication, public access to the full text of a project, thesis or dissertation is restricted for three years, allowing the author and supervisors sufficient time to pursue peer-reviewed publication.
During this period, researchers with legitimate academic or research purposes may request authorisation directly from the author to enable NERD to release the indexed full texts of the work using the form below.