DIGITAL MARKETING AND SUSTAINABILITY OF SMALL AND MEDIUM ENTERPRISES (SMEs) IN ENUGU STATE

ENEH, SOMTOCHWU KENNETH (2025) DIGITAL MARKETING AND SUSTAINABILITY OF SMALL AND MEDIUM ENTERPRISES (SMEs) IN ENUGU STATE. Other thesis, GODFREY OKOYE UNIVERSITY, ENUGU.

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Abstract

This study investigates the impact of digital marketing on the sustainability of Small and Medium Enterprises (SMEs) in Enugu East Local Government Area, Enugu State, Nigeria. Grounded in the Diffusion of Innovation Theory, Resource Based View (RBV), and the Technology Acceptance Model (TAM), the research explores how digital platforms, specifically Facebook, Twitter, responsive websites, and Instagram, contribute to customer retention, business growth, customer satisfaction, and patronage. Employing a survey research design, data were collected from 304 SME owners and managers through structured questionnaires. The study adopted stratified random sampling to ensure sectoral representation, and data were analyzed using descriptive statistics and chi square tests. Findings reveal that Facebook significantly enhances customer retention through interactive engagement, Twitter boosts brand visibility and contributes to business growth, responsive websites improve customer satisfaction by facilitating access and usability, and Instagram increases customer patronage through visually engaging content. The study concludes that strategic adoption of digital marketing tools fosters the sustainability and competitiveness of SMEs in the region. It recommends regular review of digital strategies, enhanced training on digital tools, investment in responsive web design, and the use of data analytics to refine marketing efforts. The study offers practical insights for SME operators, policy makers, and digital marketing professionals aiming to strengthen the performance and resilience of SMEs in Nigeria.

Item Type: Thesis (Other)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Arts > Faculty of Law > Faculty of Management and Social Sciences
Depositing User: HILARY OBIEKWE
Date Deposited: 17 Aug 2026 12:31
Last Modified: 17 Aug 2026 12:31
URI: http://eprints.gouni.edu.ng/id/eprint/6269

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