Digital Entrepreneurship and Online Digital Marketing Strategies for SMEs: Technology-Organization-Environment (TOE) Model
DOI:
https://doi.org/10.55578/isgm.2601.001Keywords:
Digital Entrepreneurship, SMEs, Technology-Organization-Environment (TOE) Framework, Artificial Intelligence (AI), Social Media Platforms, Digital BankingAbstract
The rapid expansion of the digital economy has created a new investment landscape defined by digital entrepreneurship. This study investigates the profound impact of online digital marketing strategies on Nigerian small and medium-sized enterprises (SMEs), highlighting how effective adoption enhances revenue generation and customer engagement. Evidence from the research shows that many SMEs experienced significant increases in turnover following the integration of digital marketing tools, underscoring their transformative potential. Guided by the Technology-Organization-Environment (TOE) framework, the study demonstrates how SMEs can strategically embrace digital activation to strengthen competitiveness and achieve sustainable growth. A random sample of 450 SMEs was drawn from a population of 500 businesses in the study area, with 90 percent of responses deemed valid for analysis. Findings reveal that 52 percent of SMEs reported annual revenues increase between 3million and 5million Naira after adopting digital marketing, compared to lower earnings prior to digital marketing implementation. The results confirm that leveraging technology, organizational readiness, and environmental adaptation through the TOE framework provides SMEs with a structured pathway to optimize digital entrepreneurship, expand market reach, and secure long-term resilience in the evolving digital economy.
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Copyright (c) 2026 Inimfon Bassey Bassey, David Taiwo Oyekunle, Eboesomi Esther Bunmi, Godwin Nse Ebong, Equitozia May Eyeregba, Williams Ogochukwu Ugbomeh, Okwudili Matthew Ugochukwu (Author)
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