EXPLORING THE EFFECTIVENESS OF MARKETING COMMUNICATION STRATEGIES FOR E-MARKETING OPERATIONS AMONG SMALL AND MEDIUM ENTERPRISES IN SOUTH-EAST, NIGERIA
Keywords:
E-marketing, Marketing communication strategies, SMEs, Anambra State, NigeriaAbstract
This study aims at exploring the effectiveness of marketing communication strategies for e-marketing operations among small and medium-scale enterprises (SMEs) in South-East Nigeria. Employing a descriptive survey research design, the study examines one research question and tests two null hypotheses at a significance level of 0.05. Data collection involved the administration of an 11-item questionnaire to a population of 13,035 registered SMEs across the five states in South-East Nigeria. The questionnaire underwent face validity assessment, and the reliability coefficient, measured using Cronbach Alpha method, yielded a value of 0.75. Data analysis employed descriptive statistics to determine mean and standard deviation, with t-Test statistics used to evaluate the null hypotheses. The findings indicate that marketing communication strategies significantly contribute to enhancing the utilization of e-marketing operations by SMEs in South-East Nigeria. As a result, it is concluded that SMEs can leverage marketing communication strategies to optimize their e-marketing initiatives in the region. Recommendations include the urgent establishment of a national ICT legal framework by government authorities to encourage SMEs to embrace e-marketing practices.