Published Online:March 2026
Product Name:The IUP Journal of Entrepreneurship Development
Product Type:Article
Product Code:IJED030326
DOI:10.71329/IUPJED/2026.23.1.59-75
Author Name:Oka Ene Abah1, Taiwo Adewale Muritala, Afolabi Hafsat Olatanwa, Nkanu Okosi Ovai and Aliyu Lawal Saidu
Availability:YES
Subject/Domain:Management
Download Format:PDF
Pages:59-75
The study examines the impact of digital marketing strategies, particularly email and mobile marketing, on the performance of small, and medium enterprises (SMEs) in Karu local government of Nasarawa State, Nigeria. Leveraging theoretical frameworks such as technology acceptance model (TAM) and Resource-Based View (RBV), the study explores how these digital tools influence entrepreneurial growth, customer engagement, and operational success. Employing a survey design, data was collected from 412 SME owners and analyzed using multiple regression methods. The findings reveal that email marketing significantly enhances SME performance through costeffective and personalized communication strategies, fostering customer relationships and increasing engagement. Conversely, the influence of mobile marketing was found to be statistically insignificant, potentially due to demographic and privacy concerns. The study highlights the necessity for SMEs to prioritize email marketing as a key strategy, invest in staff training, and adopt localized marketing approaches.
Nigerian SME entrepreneurs are increasingly adopting digital marketing to navigate market challenges. Since these strategies directly influence business performance, they are also very important for entrepreneurial development in regions that are vital for economic