INFLUENCE OF MODERN ADVERTISEMENT STRATEGIES ON THE GROWTH OF SMALL-SCALE BUSINESS IN BEKWARRA LOCAL GOVERNMENT AREA
Abstract
The study investigates influence of modern advertisement strategies on the growth of small-scale enterprises in Bekwarra Local Government Area of Cross River State. The study adopted a descriptive research design, comprised of 300 small-scale business owners as the population. The sample of 90 small-scale business owners was drawn from the population of study, using the simple random sampling technique. The instrument used for the study was a self-designed questionnaire, validated by experts, with reliability coefficient of 0.88. Data collected were analyzed using Cronbach Alpha, Descriptive statistics of mean and standard deviation for all the research questions and hypotheses. The study discussed modern advertisement strategies and small-scale enterprises such as digital advertisement, traditional advertisement and target audience analytic. The study concluded that small-scale business owners should optimize the use digital advertising channels for it is cost-effective.
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