Impact of Digital Marketing on the Performance of Smes (A Case Study of Selected Smes in Ikeja, Lagos State)
DOI:
https://doi.org/10.55578/isgm.2602.004Keywords:
Social Media Marketing, Email Marketing, Small and Medium Scale Enterprise , Digital MarketingAbstract
The study examined the effect of digital marketing on the performance of SMES (a case study of selected SMES in Ikeja, Lagos State). The study adopted a descriptive research design. The population of the study included all employees of SMES at Ikeja, Lagos State. A total of 158 respondents were selected using the Quota sampling technique. Hypotheses were tested using the Pearson correlation coefficient to determine whether to accept or reject the null hypothesis. For the first hypothesis, the correlation between Social Media Marketing and Performance of SMES is 0.617, which shows a strong positive correlation. The p-value (0.000) is less than 0.01, confirming this correlation is statistically significant. Also, for hypothesis two, the correlation between Email Marketing and the SME performance is 0.815, showing a very strong positive correlation. The p-value (0.000) is less than 0.01, indicating that this correlation is statistically significant as well. The study recommends that businesses should leverage digital marketing strategies to enhance their performance by creating a well-defined digital marketing strategy that aligns with their business goals and target audience, and establish a strong presence on relevant social media platforms where their target audience is active.
References
1. Chaffey, D., & Smith, P. R. (2017). Digital marketing excellence: Planning, optimizing and integrating online marketing (5th ed.). Milton Park, Abingdon: https://doi.org/10.4324/9781003009498
2. Content Marketing Institute. (2021). B2B content marketing 2021: Benchmarks, budgets, and trends. Retrieved from Content Marketing Institute: https://contentmarketinginstitute.com/research/b2b-content-marketing-2021-benchmarks-budgets-trends-north-america/.
3. Mobydeen, W. A. (2021). Impact of Digital Marketing Practices on the Organizational Performance in Mobile Companies. Jordan: Near-East University.
4. Okafor, L. I., Nnoli, I. T., Bello, B. A., & Oke, B. (2023). Impact of digital management on organization productivity in Eti- Osa local government area of Lagos state. Innovations, 72, 521–529. https://doi.org/10.5281/zenodo.10202202
5. L. I., Okafor; N. E., Ifekwem; B. A., Bello; M. A., Ajayi; B. Omotola; O. O., Adebiyi; U. A., Modibbo; & I. T., Nnoli (2024a). Integration Strategies and Competitive Advantage in Manufacturing Sector: Evidence from Ogun State, Nigeria. International Review of Management and Marketing, 2024, 14(4), 1-10. https://doi.org/10.32479/irmm.16205
6. Okafor L. I., Sokeye A. O., Nnoli I. T., and Ajayi M. A., (2024b). Strategic Management and Competitive Advantage in the Hospitality Industry in Ogun State, Nigeria. African Journal of Business and Economic Research, 19(3) 435-356. https://hdl.handle.net/10520/ejc-aa_ajber_v19_n3_a20
7. Salih Nader, A., Jameel Sadiq, G., Jalal Ahmed Nanekeli, R., Fattah Sulayman, S., & Sadeq Kanabi, I. (2025). The Role of Strategic Marketing in Enhancing Customer Loyalty. OTS Canadian Journal, 4(2), 1-13. https://eprints.cihanuniversity.edu.iq/id/eprint/4649/
8. Bughin, J., & Zeebroeck, N. V. (2017). New evidence for the power of digital platforms. Brussels: Universite Libre de Bruxelles. https://search.proquest.com/openview/3fce0bfc22c1e4f21275af0fd46ad325/1?pq-origsite=gscholar&cbl=30375
9. Shankavaram, V. (2016). Traveling to the Future with Digital Platforms. Bangaluru.:Capgemini.
10. Wang, V. L., Lou, H., Wang, Y., & Guo, C. (2015). Differences in organizational website design across cultures a comparative study of US and Chinese industrial SMEs. Asia Pacific Journal of Marketing and Logistics, 5-20. https://www.emerald.com/insight/content/doi/10.1108/apjml-07-2014-0116/full/html
11. Ajede, S. A., Ibrahim, K. M., Bakare, A. H., & Abdulwahab, A. D. (2025). THE IMPACT OF ONLINE MARKETING ON SMEs’ PERFORMANCE IN KWARA STATE, NORTH-CENTRAL, NIGERIA. African Journal of Social and Behavioural Sciences, 15(1). Retrieved from https://journals.aphriapub.com/index.php/AJSBS/article/view/3034
12. Nwoko, E. G., & Obi, C. V. (2024). Effect Of Online Marketing On The Performance Of Small And Medium Scale Enterprises (SMES) In Anambra State Nigeria. https://www.seahipublications.org/wp-content/uploads/2024/07/IJISSHR-S-25-2024.pdf
13. Etim, G. S., James, E. E., Nnana, A. N., & Okeowo, V. O. (2021). E-marketing strategies and performance of small and medium-sized enterprises: A new-normal agenda. Journal of Business and Management Studies, 3(2), 162-172. https://search.proquest.com/openview/148e7b2d735662391ef9ab8757526755/1?pq-origsite=gscholar&cbl=7226559
14. Ashafa, M. N., Usman, U., & Ibrahom, S. (2025). Evaluating the Influence of Social Media Marketing on the Performance of Small Businesses in Birin Kebbi, Kebbi State, Nigeria: Influence of Social Media Marketing on the Performance of Small Businesses in Birin Kebbi, Kebbi State, Nigeria. UMYU Journal of Accounting and Finance Research, 7(1), 98–109. https://doi.org/10.61143/umyu-jafr.7(1)2024.007
15. Sharabati, A.-A.A.; Ali, A.A.A.; Allahham, M.I.; Hussein, A.A.; Alheet, A.F.; Mohammad, A.S. (2024). The Impact of Digital Marketing on the Performance of SMEs: An Analytical Study in Light of Modern Digital Transformations. Sustainability 2024, 16, 8667. https://doi.org/ 10.3390/su16198667
16. Ojelade, M. O., Ishola, J. A., & Ajayi, J. K. (2023). Impact of Digital Transformation on SMEs Performance in a Developing Economy: A Study of some Selected Infant Firms in Lagos State, Nigeria. KOJAMS, 67. https://www.researchgate.net/profile/Mathew-Ojelade/publication/382149593_DOC-20231204-WA0028_1/links/668fa1feb15ba559074f9aa4/DOC-20231204-WA0028-1.pdf#page=75
17. Algumzi, A. (2022). Impact of digital marketing on SMEs performance in Saudi Arabia: Implications on building NEOM. Transnational Marketing Journal (TMJ), 10(1), 27-38. DOI: https://doi.org/10.33182/tmj.v10i1.1414
18. Daramola, G. C. (2023). Digital Marketing for Customer Satisfaction among the Small and Medium Scale Enterprises (Mobile Phone Business Dealers) in Ikeja, Lagos State,Nigeria. Entrepreneurship and sustainable development in the 21st century, 280.
19. Nuseir, M. T., & Aljumah, A. (2020). The role of digital marketing in business performance with the moderating effect of environment factors among SMEs of UAE. International Journal of Innovation, Creativity and Change, 11(3), 310-324. https://www.researchgate.net/profile/Mohammed-Nuseir/publication/340874998_The_role_of_digital_marketing_in_business_performance_with_the_moderating_effect_of_environmental_factors_among_SMEs_of_UAE_International_Journal_of_Innovation_Creativity_and_Chan
20. Omar, F. I., Zan, U. M. S. M., Hassan, N. A., & Ibrahim, I. (2020). Digital Marketing: An Influence towards Business Performance among Entrepreneurs of Small and Medium Enterprises. International Journal of Academic Research in Business and Social Sciences. 10(9), 126-141. DOI:10.6007/IJARBSS/v10-i9/7709
21. Kimathi, D. K., Mukulu, E., & Odhiambo, R. (2019). Effect of Digital Marketing on the Performance of MSMES in Kenya. Journal of Marketing and Communication, 2(1), 1-23. https://stratfordjournalpublishers.org/journals/index.php/journal-of-marketing/article/view/258
22. Gimba, F. J. (2021). The role of social media marketing on the business performance of agricultural SMEs-A case study of four agricultural SMEs in Southwest Nigeria (Doctoral dissertation, Dublin, National College of Ireland). https://norma.ncirl.ie/5519/1/faithjemimahgimba.pdf
23. Khairuddin, S. M. H. S., & Olowosuyi, O. S. (2020). Digital adoption of SME in Nigeria: The relationship with business performance. Journal of Management and Muamalah, 10(2), 21-34. https://jmm.uis.edu.my/index.php/jurnal/article/view/2
24. Wymbs, C. (2011). Digital marketing: The time for a new “academic major” has arrived. Journal of Marketing Education, 33(1), 93-106. https://doi.org/10.1177/0273475310392544
25. World Bank. 2018. Information and Communication for Development 2018: Data-Driven Development (English). Washington, DC http://documents.worldbank.org/curated/en/987471542742554246/Information-andCommunication-for-Development-2018-Data-Driven-Development.
26. Ilesanmi, O. A., & Oyedepo, O. H. . (2023). Digital marketing and performance of SMEs in Nigeria. International Journal of Intellectual Discourse, 6(3), 253–264. Retrieved from https://www.ijidjournal.org/index.php/ijid/article/view/438
27. Njelita, C., Onyeagwara, C., & Okafor, E. G. (2023). impact of online marketing on the performance of small and medium scale enterprises in Anambra state. International Journal of Management & Entrepreneurship Research, 5(8), 542-553.
28. Owoseni, A. O. (2018). Enhancing small business through mobile apps: a case study from Lagos, Nigeria (Doctoral dissertation, Doctoral dissertation, Pretoria: University of South Africa).
29. Walliman, N. (2017). Research theory. In Research methods: the basics (pp. 16-30). Routledge. https://www.taylorfrancis.com/chapters/edit/10.4324/9781315529011-4/research-theory-nicholas-walliman
30. Asika, N. (1991). Research methodology in the behavioural sciences. longman Nigeria plc.
31. Kerlinger, E. (1973). Foundations of behavioral research (2nd ed.). New York, NY: Holt, Rinehart and Winston. https://psycnet.apa.org/record/1966-35003-000
32. Mugenda, O. M., & Mugenda, A. G. (2003). Research methods: Quantitative & qualitative apporaches (Vol. 2, No. 2). Nairobi: Acts press. https://exampapers.must.ac.ke/wp-content/uploads/2023/03/EEL-3201-READING-AND-WRITING-SKILLS-IN-ENGLISH.docx-1.pdf
33. Ajede, S. A., Ibrahim, K. M., Bakare, A. H., & Abdulwahab, A. D. (2025). THE IMPACT OF ONLINE MARKETING ON SMEs’ PERFORMANCE IN KWARA STATE, NORTH-CENTRAL, NIGERIA. African Journal of Social and Behavioural Sciences, 15(1). Retrieved from https://journals.aphriapub.com/index.php/AJSBS/article/view/3034
34. Nuseir, M. T., & Aljumah, A. (2020). The role of digital marketing in business performance with the moderating effect of environment factors among SMEs of UAE. International Journal of Innovation, Creativity and Change, 11(3), 310-324. https://www.researchgate.net/profile/Mohammed-Nuseir/publication/340874998_The_role_of_digital_marketing_in_business_performance_with_the_moderating_effect_of_environmental_factors_among_SMEs_of_UAE_International_Journal_of_Innovation_Creativity_and_Chan
Downloads
Published
Data Availability Statement
All data supporting this study are contained within the article.
Issue
Section
License
Copyright (c) 2026 Linus Izediuno Okafor, Ikenna Theodore Nnoli, Oladoyin Aderoju Kiladejo, Oluwaseun Deborah Olawunmi, Balikis Ayomide Adeyemi, Zachariah Millenvodjo Godonu (Author)
This work is licensed under a Creative Commons Attribution 4.0 International License.