EFFECT OF DIGITAL MARKETING ON BRAND AWARENESS AMONG SMALL ENTERPRISES IN KWARA STATE
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Date
2021-01-30
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Veritas University, Abuja
Abstract
The development of technology has expanded the transmission of information from traditional marketing communication to digital marketing. This emergence of online social network has become an alternative avenue to influence and seek customer patronage especially as the traditional marketing channels are getting obsolete. Most small organizations that cannot afford advertising now have digital marketing as other options to promote their products such as marketing-oriented social media pages, direct mail and email campaigns. This study examined the effect of digital marketing on brand awareness among small and medium enterprises in Kwara State. The study adopted cross sectional survey and phenomenological research approach using questionnaire and interview as research instruments. Small businesses in Ilorin metropolis were used as the study area with sample of 144 and ten respondents were selected using systematic and convenience sampling techniques for the questionnaire and interview respectively. The data were analyzed using Structural Equation Modeling (SEM) and thematic analysis. The results revealed that integrated marketing communication variables have significant effect on consumer brand equity. The results show r square values of 0.879 and this implies that digital marketing element is essential in ensuring brand awareness, among the small businesses. This was corroborated by the thematic analysis of the responses from the interview that revealed the practical ways in which integrated marketing communication influence the brand equity among the small businesses. This can be done by getting more views on digital media from new customers who will enable them stand out from the competition with customer experiences. Businesses should integrate their messages to guarantee reliability of messages, and promote the company together with its brand awareness.
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Muritala, I, Salau, A. A. & Oladosu M. O. (2021). Effect of digital marketing on brand awareness among small enterprises in Kwara State. Veritas University Journal of Marketing, 1(1), 50-59.