ABSTRACT
The growth and spread of internet with an extraordinary pace over the last few decades has resulted in its increased use for marketing purpose; this is internet marketing. Internet as a marketing tool provides significant opportunities for companies to seek and adopt innovative practices in order to address the increasing demands of consumers. This study focused on internet marketing and performance of small and medium enterprises in Lagos metropoli. The study objectives were to establish the extent of internet marketing application by SMEs in Lagos metropoli, to determine the challenges faced in implementation of internet marketing by SMEs in Lagos metropoli and to determine the impact of internet marketing use on the performance of SMEs in Lagos metropoli. The research was a descriptive survey and used a sample size of 90 SMEs. Primary data was collected using questionnaires from the top management of the SMEs. The collected data was analyzed using frequencies, percentages, means and standard deviation as well as factor and regression analysis. The study established that internet marketing was used at a moderate extent, and that certain challenges affected the SMEs ability to apply internet marketing. Most SMEs agreed that the greatest challenge in application of internet marketing was the fear of losing their current customers who were not able to access internet. The lack of finances to invest in internet marketing integration as well as lack of skilled IT personnel topped the challenges highlighted in the study. Internet marketing had a positive impact on the performance of SMEs. Social Media and websites were the most applied forms of internet marketing. There was increase in profitability, increased market share and an ability to expand their market growth. The firm’s image was enhanced, an increased competitive advantage as well as more loyalty and access to new markets as impacts of using internet marketing by these SMEs.
BACKGROUND OF THE STUDY
Economies are confronted with one problem or the other, and governments are con...
ABSTRACT
This research assesses the factors mitigating the effective preparation of cost estimates at t...
BACKGROUND OF THE STUDY
In the ever changing business e...
ABSTRACT
The extract of the leaf of Ochna rhizomatosa (van Tiegh.) Keay [Ochnaceae], a plant used in the treatment of malaria in Northern...
ABSTRACT
This study assesses the determinants of agricultural output in Nigeria using annual data covering periods from 1981 to 2018. The...
Abstract
Nigeria has not benefited tangibly from most of her dealing with other nations of the world....
EXCERPT FROM THE STUDY
The study concludes that health education intervention has improved the knowledge of the mothers...
ABSTRACT &...
ABSTRACT
This research’s main objective is to study the dynamic relationship between population growth and unemployment in Nigeria....
Background of the study
Following the fluctuation of the naira in 1986, a policy induced by the structural adjustment pr...