THE IMPACT OF ONLINE MARKETING ON THE PERFORMANCE OF SMALL AND MEDIUM SCALE ENTERPRISES (SMES) IN NIGERIA
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ABSTRACT
This study was carried out on the impact of online marketing on the performance of small and medium scale enterprises (SMEs) in Nigeria using Jumia Nigeria as a case study. The survey design was adopted and the simple random sampling techniques were employed in this study. The population size comprise of the staff of Jumia Nigeria. In determining the sample size, the researcher made use of the Taro Yamane formula to selected 133 respondents and all were validated. Self-constructed and validated questionnaire was used for data collection. The collected and validated questionnaires were analyzed using frequency tables. While the hypotheses were tested using Pearson correlation statistical tool SPSS v23. The result of the findings reveals online marketing has impacted positively on Sees in Nigeria. It has made sales of goods and services easier than the traditional method of marketing. Therefore, the study recommends that Instagram, and our older customers follow promotions on Facebook, the design and overall message that Ambiance is sending needs to be interesting enough to influence their customers to visit the store.on. To mention but a few.
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