INCLINATION TOWARDS E-MARKETING ADOPTION AMONG SERVICE SMES IN KWARA STATE: AN INVESTIGATION OF INTER- CITY TRANSPORT SERVICE
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Date
2015-07-04
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Ilorin Journal of Marketing, Department of Marketing, University of Ilorin
Abstract
As the technology environment changes rapidly and many enterprises struggle to survive the business dynamism, the advent of Electronic-Marketing (E-Marketing)
study examines the determinants of E-Marketing adoption among SMEs. The study used a survey research design in collecting the data from respondents and purposive sampling procedure to select a sample that represented the entire population. A survey of 150 self- administered questionnaires was undertaking across 20 selected small and medium inter-city transport services in Ilorin metropolis. The data was analyzed using simple percentage and correlation statistical tools. The findings revealed that 88.3% of inter-city transport service providers has no web presence, another 64.0% do not engage any form of e-marketing while only 33.3% make use of either Short Message Services (SMS) or e-mails. The study concludes that high illiteracy level and poor awareness are the major challenges to e-marketing adoption. The study recommends among others that the National Union of Road Transport Workers (NURTW) and Road Transport Employers Association of Nigeria (RTEAN) in collaboration with National Information and Technology Development Agency (NITDA) should jointly organize seminar, symposium and create awareness about the usefulness of e- marketing among members.
Keywords: E-marketing, Small and Medium Enterprises (SMEs), Inter-city transport, Poverty reduction, Service-based enterprises
Description
The study used a survey research design in collecting the data from respondents and purposive sampling procedure to select a sample that represented the entire population. A survey of 150 self- administered questionnaires was undertaking across 20 selected small and medium inter-city transport services in Ilorin metropolis. The data was analyzed using simple percentage and correlation statistical tools. The findings revealed that 88.3% of inter-city transport service providers has no web presence, another 64.0% do not engage any form of e-marketing while only 33.3% make use of either Short Message Services (SMS) or e-mails. The study concludes that high illiteracy level and poor awareness are the major challenges to e-marketing adoption. The study recommends among others that the National Union of Road Transport Workers (NURTW) and Road Transport Employers Association of Nigeria (RTEAN) in collaboration with National Information and Technology Development Agency (NITDA) should jointly organize seminar, symposium and create awareness about the usefulness of e- marketing among members.
Keywords: E-marketing, Small and Medium Enterprises (SMEs), Inter-city transport, Poverty reduction, Service-based enterprises
Keywords
Citation
Adebayo, P.O (2015), INCLINATION TOWARDS E-MARKETING ADOPTION AMONG SERVICE SMES IN KWARA STATE: AN INVESTIGATION OF INTER- CITY TRANSPORT SERVICE, Ilorin Journal of Marketing 2 (1 ), Pg 59-70