Digital Marketing as a Catalyst for the Growth of Small and Medium Enterprises (SMEs) in Effurun, Delta State, Nigeria (Published)
This study examines the role of digital marketing as a catalyst for the growth of Small and Medium Enterprises (SMEs) in Effurun, Delta State, Nigeria. Anchored on the Technology Acceptance Model (TAM), Resource-Based View (RBV), and Resource Mobilization Theory (RMT), the research investigates the influence of four major digital marketing dimensions—email marketing, mobile marketing, social media marketing, and search engine optimization (SEO)—on SME growth indicators such as profitability, customer base, job creation, and sales revenue. The study employed a descriptive survey design, collecting data from 178 SME operators using structured questionnaires. Data were analyzed using both descriptive and inferential statistics, including multiple regression analysis via SPSS. Findings reveal that all four dimensions of digital marketing exert a statistically significant positive effect on SME growth, with social media marketing and SEO identified as the most influential predictors. These results underscore the strategic importance of digital marketing as a growth enabler for SMEs in emerging markets, particularly in the context of limited financial and infrastructural resources. The study concludes that digital marketing adoption enhances competitiveness, customer engagement, and business sustainability among SMEs in Effurun. The research recommends enhanced digital literacy training, multi-channel marketing adoption, and the use of cost-effective digital tools to strengthen SMEs’ marketing capabilities and performance. The findings contribute to the broader discourse on digital transformation and entrepreneurship in developing economies, offering valuable insights for policymakers, practitioners, and scholars interested in promoting inclusive and technology-driven SME development.
Keywords: Business Growth, Digital Marketing, Small and Medium-Enterprises (SMEs), Social Media Marketing, search engine optimization (SEO)