E-Marketing Skills Required by Start-up Operators for Effective Management of Small and Medium Scale Enterprises (Published)
The study ascertained the “E-Marketing Skills Required by Start-up Operators for Effective Management of Small and Medium Scale Enterprises” in Ebonyi State. One research question guided the study with one null hypothesis tested at 0.05 level of significance. A sample of 261 was selected from the population of 745 Start-up operators of small and medium scale enterprises using Yaro Yamane formula. Data was collected using 15 items structured questionnaire of four points scale. The instrument was validated by three experts from Ebonyi State University. The reliability index of the instrument was 0.80. Data collected from the research question was analyzed using mean and standard deviation while t-test statistics tested the hypothesis at 0.05 level of significance. Findings from this study revealed that e-marketing skills are highly required by start-up operators for effective management of small and medium scale enterprises in Ebonyi State and that gender influenced the views of the respondents. Based on the findings of the study it was concluded that e-marketing skills are highly required for effective management of small and medium scale enterprises to achieve a sustainable competitive advantage over other fierce rivalries in the market space. It is therefore recommended among others that training of SMEs managers on e-marketing skills for adequate utilization of the skills in business management be treated as critical strategy to close the gap between traditional marketing and digital marketing system.
Keywords: E- Marketing, SME, Skills, effective management, start-up operators
INTERTEMPORAL EFFECTS OF ONLINE ADVERTISING CHANNELS ON CUSTOMERS (Published)
Advertisement is an attractive means of achieving organizational goals, such as increasing sale, revenues or profits. Previous researchers unanimously agree regarding the effectiveness of advertisement; however, there is a difference of opinion among scholars as to which channels and online sources of advertisement are the most productive. This study investigates additional information about advertising effects that may help business organizations and policy institutions. This study attempts to answer two important questions: 1) Is the long-term effect different from the short-term effect of online advertising? 2) Do the different channels of advertisement have synonymous effects on their corresponding targeted clients? The study uses daily base data on a book-selling company over the course of one year (365 daily observations). The study uses a number of time-series tests to investigate the stationarity of the data. The study then subsequently uses the Pearson correlation test and generalized least-square technique to estimate the short-term, long-term, and carryover effects of various channels of online advertising. The study shows that coupon loyalty advertising is more effective with respect to cumulative effects such as long- and short-term effects. The findings reveal that there is a difference between short- and long-term effects; however, both effects have the same signs and thus follow the same direction. The study also reveals that there is difference between the effects of various advertising channels on the volume of sales and as well as between their carryover effects. System engine marketing has the longest effect (6.7 days), followed by BA and CLA.
Keywords: Advertising, Customers, E- Marketing, Intertemporal Effect
Intertemporal Effects of Online Advertising Channels on Customers (Review Completed - Accepted)
Advertisement is an attractive means of achieving organizational goals, such as increasing sale, revenues or profits. Previous researchers unanimously agree regarding the effectiveness of advertisement; however, there is a difference of opinion among scholars as to which channels and online sources of advertisement are the most productive. This study investigates additional information about advertising effects that may help business organizations and policy institutions. This study attempts to answer two important questions: 1) Is the long-term effect different from the short-term effect of online advertising? 2) Do the different channels of advertisement have synonymous effects on their corresponding targeted clients? The study uses daily base data on a book-selling company over the course of one year (365 daily observations). The study uses a number of time-series tests to investigate the stationarity of the data. The study then subsequently uses the Pearson correlation test and generalized least-square technique to estimate the short-term, long-term, and carryover effects of various channels of online advertising. The study shows that coupon loyalty advertising is more effective with respect to cumulative effects such as long- and short-term effects. The findings reveal that there is a difference between short- and long-term effects; however, both effects have the same signs and thus follow the same direction. The study also reveals that there is difference between the effects of various advertising channels on the volume of sales and as well as between their carryover effects. System engine marketing has the longest effect (6.7 days), followed by BA and CLA
Keywords: Advertising, Customers, E- Marketing, Intertemporal Effect