EFFECT OF SOCIAL MEDIA AND EMAIL MARKETING STRATEGIES ON THE PERFORMANCE OF SMALL AND MEDIUM ENTERPRISES (SMES) IN KADUNA METROPOLIS
Sabo Sunday, Ismail Tijjani Idris, PhD , Sanya Ojo, PhD and Okpanachi Joshua, PhD
Volume 12 Issue 1
Abstract
This study examined the effect of social media and email marketing strategies on the performance of Small and Medium Enterprises (SMEs) in Kaduna metropolis. The study adopts a quantitative research design using a survey method. This design is appropriate for assessing the relationship between marketing strategies (social media and email marketing) and SMEs’ performance through statistical analysis. The target population comprises all registered Small and Medium Enterprises (SMEs) in Kaduna Metropolis. According to the Kaduna Chamber of Commerce, Industry, Mines, and Agriculture (KADCCIMA. 2024), there are 471 registered SMEs in the metropolis. Using Krejcie and Morgan (1970) table for determining sample size, a population of 471 corresponds to a sample size of approximately 214 SMEs. The study utilized primary data collected through structured questionnaires administered to SME owners or managers. However, a total number of 214 questionnaires were administered to SMEs, out of the initial distribution 175 were satisfactory filled and retrieved. Data were analyzed using multiple regression analysis to determine the effect of social media and email marketing strategies on SME performance. The results indicate that social media marketing significantly enhances SME performance, emphasizing the growing importance of social platforms as cost-effective tools for customer engagement, brand awareness, and revenue generation. Likewise, email marketing has a significant effect on SME performance, reinforcing its role as a direct and personalized communication channel that strengthens customer relationships and drives sales. Keywords: Email Marketing, Social Media Marketing, Performance, Small and Medium Enterprises
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