The Extent of Utilization of E-Marketing Application by Small and Medium Enterprises in South Eastern States of Nigeria

Document Type : Research Paper


Department of Marketing, School of Management Science, Chukwuemeka Odumegwu Ojukwu University, Igbariam, Nigeria


The need for small and medium scale enterprises to utilize information and communication technology (ICT) applications to boost their business necessitated this study which bordered on assessing the extent of utilization of e-marketing applications by small and medium enterprises in South Eastern States of Nigeria. Two research questions guided the study. Two null hypotheses were tested at 0.05 level of significance. Survey research design was adopted for the study. The population of the study consisted of 1,846 SMEs (owners/managers) in the area. Stratified random sampling technique was used for the study. A sample of 1,473 SMEs managers were randomly selected using stratified random sampling. A structured questionnaire was used for data collection.  Mean and standard deviation were used to answer the research questions. Z-test was used to test the null hypotheses. Finding of the study indicated that SMES in South Eastern Nigeria utilize e-commerce and e-invoicing marketing applications in their operations to a low extent.  The results also showed that there was a significant difference in the mean ratings of SMEs managers on the extent they utilize e-commerce and e-invoicing marketing applications in their business operations based on years of experience. Based on the findings of the study, it was recommended among others that SMEs owners/managers should be trained by business schools and business consultancy firms on how to use e-marketing applications. The importance of e-marketing should be clearly spelt out for them so that they can acquire the skills to fully integrate into their business operations.