The Role of Electronic Marketing to Increase Sales and Enhancing Competitive Advantage at Deemah Company, Kingdom of Saudi Arabia (Published)
Electronic marketing system plays vital roles in business firms to achieve their basic objective of profit maximization. Such roles including enhancing consumers to purchase, increasing sales volume and firms competitive advantage. This research addresses the role of electronic marketing in increasing sales and enhancing competitive advantage at Deemah Company in Saudi Arabia. A questionnaire used to collect the primary data from 101 respondents who purposively selected from the the company products consumers, while the secondary data obtained from relevant sources. The study findings revealed a statistical significant relationship between electronic marketing and enhancing consumer confidence to purchase; increased sales; and competitive advantage. The study proposed some recommendations including development and introduction of contemporary digital marketing methods to enhance consumer confidence to purchase. The Company also ensures quick customer service and responds to inquiries, which creates competitive advantage that distinguishes it from other competitors.
Keywords: Competitive Advantage, Electronic marketing, consumer confidence, increase sales
Electronic Marketing and Marketing Performance of Small and Medium Scale Enterprises in Akwa Ibom State, Nigeria (Published)
The researcher investigated the relationship between Electronic Marketing and Marketing Performance of Small and Medium Scale Enterprises in Akwa Ibom state. The study was born out of the fact that government at different levels have made policies and programs geared towards improving SMEs in the state but only a few of them have been able to live up to expectation. The main objective of this study was to examine the relationship between electronic marketing and marketing performance of small and medium scale enterprises in Akwa Ibom State. The researcher adopted survey design. Data were collected with the use of questionnaire. The sample size consisted of 366 SMEs operators selected using simple random sampling. Two hypotheses were formulated tested and analyzed using simple linear regression. It was found that there is significant relationship between the proxies of electronic marketing (social media marketing and SMS marketing) and marketing performance of SMEs in Akwa Ibom State with social media having the highest regression coefficient. In line with the findings, the researcher concluded that social media marketing and SMS marketing are key elements of electronic martmarketing which enhance the marketing performance of SMEs in Akwa Ibom State. The researcher recommended that SMEs that have not been using electronic marketing strategies (social media marketing and SMS marketing) to a large extent should do so in order to be competitive and enhance their performance.
Citation:: Samuel Etuk, Ini Smart Udoh and Eke Clement Udowong (2022) Electronic Marketing and Marketing Performance of Small and Medium Scale Enterprises in Akwa Ibom State, Nigeria, British Journal of Marketing Studies, Vol. 10, Issue 3, pp.59-74
Keywords: Electronic marketing, Marketing Performance, Small and Medium Scale enterprises.
Electronic Marketing and Marketing Performance of Small and Medium Scale Enterprises in Akwa Ibom State, Nigeria (Published)
The researcher investigated the relationship between Electronic Marketing and Marketing Performance of Small and Medium Scale Enterprises in Akwa Ibom state. The study was born out of the fact that government at different levels have made policies and programs geared towards improving SMEs in the state but only a few of them have been able to live up to expectation. The main objective of this study was to examine the relationship between electronic marketing and marketing performance of small and medium scale enterprises in Akwa Ibom State. The researcher adopted survey design. Data were collected with the use of questionnaire. The sample size consisted of 366 SMEs operators selected using simple random sampling. Two hypotheses were formulated tested and analyzed using simple linear regression. It was found that there is significant relationship between the proxies of electronic marketing (social media marketing and SMS marketing) and marketing performance of SMEs in Akwa Ibom State with social media having the highest regression coefficient. In line with the findings, the researcher concluded that social media marketing and SMS marketing are key elements of electronic martmarketing which enhance the marketing performance of SMEs in Akwa Ibom State. The researcher recommended that SMEs that have not been using electronic marketing strategies (social media marketing and SMS marketing) to a large extent should do so in order to be competitive and enhance their performance.
Citation: Samuel Etuk, Ini Smart Udoh and Eke Clement Udowong (2021) Electronic Marketing and Marketing Performance of Small and Medium Scale Enterprises in Akwa Ibom State, Nigeria, British Journal of Marketing Studies, Vol. 9, Issue 4, pp.1-17
Keywords: Electronic marketing, Marketing Performance, Small and Medium Scale enterprises.