Extent of Utilization of E-Marketing Application by Small and Medium Scale Enterprises in Anambra State

Abstract

This study focused on the extent of Utilization of E-Marketing Applications by small and medium enterprises in Anambra state, Nigeria. Two research questions guided the study. Survey research design was adopted for the study. The population of the study consisted of 1,846 SMEs (owners/managers) in the area. Stratified random sampling technique was used for the study. A sample of 1,473 SMEs managers were randomly selected using stratified random sampling. A structured questionnaire was used for data collection. Mean and standard deviation were used to answer the research questions. Finding of the study indicated that SMES in South Eastern Nigeria utilize e-commerce and e-invoicing marketing applications in their operations to a low extent. Based on the findings of the study, it was recommended among others that SMEs owners/managers should be trained by business schools and business consultancy firms on how to use e-marketing applications. The importance of e-marketing should be clearly spelt out for them so that they can acquire the skills to fully integrate into their business operations.