Does digital marketing adoption enhance the performance of micro and small enterprises? Evidence from women entrepreneurs in Ado-Odo Ota Local Government Area, Ogun State, Nigeria

Abstract

This study examined the effect of digital marketing adoption on the performance of micro and small scale enterprises of women entrepreneurs in Ado-Odo Ota Local Government Area of Ogun State. The study employed multistage sampling technique in selecting ninety women entrepreneurs. Data were analyzed using descriptive statistics, Analysis of variance, Z-test and Ordinary Least Squared (OLS) regression. The result shows that majority (90%) of the respondents are users of digital marketing with medium users having the highest (53.33%). Social media is the most effective digital marketing with WhatsApp and Facebook having the highest usage. The greater the extent of digital marketing adoption by women entrepreneurs, the higher the enterprise performance. Only social media and mobile marketing statistically and significantly influenced the enterprise performance. There is significant difference in the enterprise performance of the non-users and users of digital marketing of women entrepreneurs. There is also significant difference in the enterprise performance of users of digital marketing. The study recommended that women entrepreneurs should improve on the usage of digital marketing and focus more on the use of social media and mobile marketing.