EXAMINATION OF E-MARKETING AND SMALL BUSINESS IN NIGERIA

EXAMINATION OF E-MARKETING AND SMALL BUSINESS IN NIGERIA

EXCERPT FROM THE STUDY

Several scholars have cited potential benefits of Internet marketing. Some of the benefits mentioned in their studies apply to enterprises of all sizes; however, some authors focused on highlighting the ways marketing online can benefit small businesses. Researchers agreed that the benefits of Internet marketing could help small firms become more competitive, yet one of the controversial and under-researched issues was measuring the actual impact of online marketing activities on a firm’s performance (Harrigan et al., 2011; Rezvani et al., 2012). Researchers often compare Internet marketing to traditional media channels such as print, direct mail, radio, and television advertising. Interactivity, personalization, immediate response, flexibility, and precise measurement are some of the advantages of online advertising over traditional media (Hanafizadeh, Behboudi, Ahadi, & Varkani, 2012). Researchers have demonstrated that the use of Internet may help improve a firm’s operational and marketing efficiency (Dlodlo & Mafini, 2014; Eid & El-Kasswawy, 2012; Hamidi & Safabakhsh, 2011; Huang & Tsai, 2011). For example, Hamidi and Safabakhsh (2011) cited affordability of online marketing compared to other channels.

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