An evaluation of the role of mobile applications in promoting local businesses in Benin City, Edo State
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- Table of Content: Available
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- NGN 5000
Background of the Study
Mobile applications have emerged as powerful tools for promoting local businesses in Benin City. These apps facilitate digital marketing, streamline sales processes, and enable real-time communication between businesses and customers (Omoregie, 2023). Local enterprises increasingly adopt mobile platforms to enhance their visibility, optimize operations, and compete in a rapidly evolving digital economy (Egharevba, 2024). The integration of features such as online ordering, customer feedback systems, and promotional notifications has transformed traditional business models, offering new avenues for growth and innovation (Eweka, 2023). Despite these advantages, challenges including limited digital literacy, data privacy concerns, and infrastructural constraints continue to affect small-scale businesses. This study critically evaluates the role of mobile applications in fostering local business growth in Benin City, analyzing both the opportunities and obstacles within the digital marketing landscape (Omoregie, 2023).
Statement of the Problem
Local businesses in Benin City face challenges in leveraging mobile applications due to issues such as limited technical expertise and data security concerns. Despite the potential of mobile apps to boost business performance, many enterprises struggle with adoption and effective utilization. This disconnect between technological availability and practical application hinders business growth and competitiveness. A systematic evaluation is needed to identify the factors influencing mobile app adoption and to develop strategies for improving digital engagement among local businesses (Egharevba, 2024).
Objectives of the Study:
- To assess the adoption of mobile applications by local businesses.
- To identify the challenges hindering effective mobile app utilization.
- To recommend strategies to enhance digital marketing practices.
Research Questions:
- How widely are mobile applications adopted by local businesses?
- What challenges limit effective utilization of these apps?
- How can mobile applications be optimized to promote business growth?
Research Hypotheses:
- Mobile application adoption significantly improves business performance.
- Digital literacy gaps negatively impact app usage.
- Security concerns inhibit the full potential of mobile apps.
Significance of the Study
This study informs local business owners and policymakers on the benefits and challenges of mobile application use in the digital marketplace. The findings will aid in designing support mechanisms and training programs to enhance digital engagement and competitive advantage (Eweka, 2023).
Scope and Limitations of the Study:
The study is confined to local businesses in Benin City using mobile applications for promotion. Limitations include geographic focus and potential self-report biases.
Definitions of Terms:
- Mobile Applications: Software designed for use on smartphones and tablets.
- Digital Marketing: The promotion of products or services using digital channels.
- Local Businesses: Enterprises operating within a defined geographic area.
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