ORGANIZATION-BASED STRATEGIES FOR IMPROVING THE UTILIZATION OF E-MARKETING OPERATIONS IN SMALL AND MEDIUM ENTERPRISES IN SOUTHEAST, NIGERIA

ORGANIZATION-BASED STRATEGIES FOR IMPROVING THE UTILIZATION OF E-MARKETING OPERATIONS IN SMALL AND MEDIUM ENTERPRISES IN SOUTHEAST, NIGERIA

Abstract:
This study investigates organization-based strategies aimed at enhancing the utilization of e-marketing operations in small and medium enterprises (SMEs) in the South-East region of Nigeria. With the rapid growth of digital technologies, e-marketing has become a vital channel for businesses to reach and engage with customers. However, SMEs in South-East Nigeria face numerous challenges in effectively utilizing e-marketing operations due to various organizational constraints.

The research employs a mixed-methods approach, combining qualitative and quantitative data collection methods. Qualitative data is gathered through interviews and focus group discussions with SME owners, managers, and marketing professionals. Quantitative data is obtained through a survey administered to a representative sample of SMEs in the region.

The study reveals that several organization-based strategies can significantly improve the utilization of e-marketing operations in SMEs. Firstly, establishing a dedicated digital marketing department or hiring digital marketing specialists can enhance the expertise and knowledge required for effective e-marketing campaigns. Secondly, providing training and capacity building programs for SME employees can empower them with the necessary skills to leverage e-marketing tools and platforms. Thirdly, fostering a culture of innovation and adaptability within the organization encourages the adoption of emerging e-marketing trends and strategies.

Furthermore, the study identifies the significance of developing a robust e-marketing strategy tailored to the specific needs and characteristics of SMEs in the South-East region. This includes conducting market research, identifying target audiences, and selecting appropriate e-marketing channels. Additionally, the study highlights the importance of integrating e-marketing efforts with overall business objectives, aligning e-marketing activities with the organization’s brand identity and value proposition.

The findings of this research contribute to the existing body of knowledge on e-marketing utilization in SMEs, particularly in the context of South-East Nigeria. The identified organization-based strategies offer practical insights and recommendations for SMEs to enhance their e-marketing operations, increase customer reach, and ultimately achieve business growth and competitiveness in the digital era.

Keywords: E-marketing, small and medium enterprises, organization-based strategies, utilization, South-East Nigeria.

TABLE OF CONTENTS

Title Page                                                                                  i

Declaration                                                                                ii

Approval Page                                                                           iii

Dedication                                                                                  iv

Abstract                                                                                     vi

Table of Contents                                                                      vii

CHAPTER ONE: INTRODUCTION

1.1    Introduction                                                 1

1.2  Background of the study       3

1.3    Statement of the General Problem                                  4

1.4    Objective of the study                                                       5

1.5    Significance of the study                                                  5

1.6    Statement of hypothesis                                                   6

1.7    Scope of the study                                                             6

1.8    Limitation of the study                                                     7

1.9    Definition of terms                                                            7

CHAPTER TWO: LITERATURE REVIEW

2.0    Introduction                                                                      9

2.1    Review of related literature                                             9

2.2    Theoretical framework

2.3    Summary of review                                                           33

CHAPTER THREE: RESEARCH METHODOLOGY

3.1    Introduction                                                                      35

3.2    Research design                                                                35

3.3    Area of study                                                                    35

3.4    Population of the study                                                    36

3.5    Sample size                                                                       36

3.6    Instrument for data collection                                          36

3.7    Reliability of the instrument                                            37

3.8    Validity of the Instrument                                               38

3.9    Method of data Collection                                                 38

3.10  Method of Data Analysis                                                  39

CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS

4.1    Introduction                                                                      41

4.2    Characteristics of the respondents                                   41

4.3    Presentation of Data Analysis                                         43

4.4    Discussion of Findings                                                     48

4.5    Summary of findings                                                        49

CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.1    Summary                                                                          51

5.2    Conclusion                                                                        52

5.3    Recommendation                                                              53

Biography                                                                         54

Appendix                                                                           56

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