Assessment of the Effect of Digital Marketing on Sme’s in Kaduna Metropolis
Student: Ahmed Nasiru (Thesis, 2025)
Department of SOCIOLOGY and SOCIAL STUDIES
Kaduna State University, Kaduna, Kaduna State
Abstract
This study examines the effect of digital marketing on Small and Medium Enterprises (SMEs) in Kaduna Metropolis. In today’s competitive business environment, digital marketing has become an essential tool for promoting products and services, increasing brand visibility, and expanding customer reach. The study seeks to assess how the adoption of digital marketing strategies influences the growth, sales performance, and customer engagement of SMEs. A descriptive research design was employed, using questionnaires and interviews to collect data from selected business owners and marketing personnel. The findings reveal that the effective use of social media platforms, email marketing, and online advertising significantly contributes to increased customer patronage and improved business performance. The study concludes that digital marketing plays a vital role in enhancing the competitiveness and sustainability of SMEs in Kaduna Metropolis. It recommends that SMEs invest more in digital marketing skills, tools, and strategies to fully harness its potential for business growth
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For the full publication, please contact the author directly at: ahmadtsoho212@gmail.com
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Institutions
- Covenant Polytechnic, Aba, Abia State 1
- Covenant University, Canaan Land, Ota, Ogun State 4
- Crawford University of Apostolic Faith Mission Faith City, Igbesa, Ogun State 2
- Crescent University, Abeokuta, Ogun State 1
- Cross Rivers University of Technology, Calabar, Cross Rivers State 142
- Delta State Polytechnic, Ogwashi-Uku, Delta State 11
- Delta State Polytechnic, Otefe, Delta State 13
- Delta State University, Abraka, Delta State 139
- Ebonyi State University, Abakaliki, Ebonyi State 17
- Edo University, Iyamho, Edo State 10