IMPACT OF E-COMMERCE ON MARKET STRATEGY OF SELECTED SMES IN NEW NYANYA KARU, NASARAWA STATE
Abstract
ABSTRACT
The main objective of this research work is to determine the impact of e-commerce as a market strategy of same selected SMES in Karu Nasarawa state. Specific objectives was to examine the impact of omnichannel presence on the online market share in same selected SMES in Nasarawa, to examine the impact of users, experience on the online market share in same selected SMES in Nasarawa and to determine the impact of online advertising on the online market share in same selected SMES in Nasarawa. Hypothesis was formulated in line with the objective of the study. Descriptive survey research design was adopted, the study consists of 27 staff of SMES in Nasarawa, Non-probability sampling technique using judgmental sampling to arrive at the sample size of 27. Therefore 27 copies of the questionnaires were sent and 27 copies were returned which was analyzed and interpreted using simple percentage table and hypothesis tested using Ordinary Least Square (OLS) Regression statistical technique analyzed using the Statistical Package for Social Sciences (SPSS Ver. 22.0), testing Significance and effect of the independent variables on the dependent variable in arriving at a logical conclusion. The result showed that Omnichannel presence, Users experience and Online advertising does not have significant impact on the online market share in same selected SMES in Nasarawa. Therefore, the researcher recommends that the study shows that Users experience does not affect SMEs market strategies, but management should not relent in providing a good and conducive Users experience for its market strategies, because human beings are dynamic, what is permissible by one, will not be for the other, digital marketing should be implemented by the SMEs in order to prioritize and schedule activities in order to meet up with stated goals and objectives thereby ensuring accuracy, SMEs in Nasarawa should allocate more resources toward targeted digital ads (e.g., Facebook, Instagram, Google Ads), as these platforms allow precise customer segmentation, increasing conversion rates and online market share.
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