Browsing by Author "Oyegbami, Adepeju"

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    Digital Marketing: An Influence on the Performance of Small and Medium Enterprises
    (Abuja Journal of Administration & Management, University of Abuja, 2024-10-11) Abu, Zekeri; Oyegbami, Adepeju
    This study explored the impact of digital marketing on the performance of small and medium enterprises, specifically in Oyo State, Nigeria. the study aimed to determine the impact of influencer marketing and content marketing on market share and sales growth respectively. The population of 7,987 small and medium enterprises used as provided by the National Bureau of Statistics (2020). The study used Krejcie and Morgan formula to determine the sample size which gave a value of 366 SMEs in Oyo State, Nigeria. However, 358copies of questionnaire were returned and used for the study. Probit and extreme regression were adopted for the study. The study revealed that influencer marketing increased the market share of the SMEs and content marketing positively influenced not just the sales growth of the selected SMEs but also the sales revenue and profitability immensely. The study concluded that the digital marketing channels had positive effects on the performance of SMEs in Oyo State. The study recommended that influencer and content marketing should be integrated as part of the marketing channels as used by the selected SMEs so as to increase customer base and brand awareness to enhance market share and sales growth.