The Role of E-Marketing on Small-Scale Businesses: A Performance Review in Bodija Area of Oyo State, Nigeria

Abstract

The aim of the study is to investigate the role of E-marketing on small-scale businesses performances in and around Bodija area of Oyo state.  Descriptive cross sectional survey research design was used to analyse responses from small business owners in Bodija area of Oyo state. While simple random sampling was employed in selecting respondents, the instrument used was Likert scales based on questionnaire ranging from strongly disagree to strongly agree. A total of two hundred and nine (209) were successfully retrieved and analyzed using an interviewers-administered method. SPSS was used in the analysis of the data. The results are as follows; e-marketing has a significant relationship on profitability in and around Bodija area of Oyo State, online payment platform has a significant relationship on customers' satisfaction in and around Bodija area of Oyo State ,online advertisement has a positive impact on productivity around Bodija area of Oyo State, Customer support services have a significant influence on corporate brand image around Bodija area of Oyo State. These results demonstrated that E-marketing plays a significant role in the performances of small-scale businesses in and around Bodija area of Oyo state. The recommendations based on the results of this study are that: 1. Small-scale business owners should be regularly trained on how to use e-marketing platforms like social media. 2. Businesses should leverage more on social media to advertise their various businesses. 3. Business owners should use the online platform to attract new customer groups, 4. Business owners should be on the lookout for new technologies, which they can use to boost their businesses, 5. Business owners should invest in Internet and use this platform to reach customers across the globe, 6. Business owners should seek for ways to improve on their online product and service offering, 7. Business owners should ensure there is a feedback mechanism for online purchase of their product.