Published Article

ABSTRACT

This study investigated the effect of digital marketing on the growth of small and medium-scale enterprises (SMEs) in Esit Eket Local Government Area, Akwa Ibom State. Specifically, the study examined the effects of social media marketing, content marketing, and search engine marketing on the growth of SMEs. The study adopted a descriptive research design. The population comprised 85 workers from four selected small and medium-scale enterprises in Esit Eket Local Government Area. A sample of 70 respondents was selected using a sample size determination table. Three research questions and three null hypotheses guided the study. Data were collected using a structured questionnaire, which was validated by experts. The reliability of the instrument was established using the Cronbach's Alpha reliability technique through SPSS, yielding a reliability coefficient of 0.62. The data collected were analyzed using both descriptive and inferential statistics. The findings revealed that social media marketing, content marketing, and search engine marketing each had a positive but statistically insignificant effect on the growth of SMEs in the study area. The study concluded that although digital marketing practices have the potential to enhance business growth, their current level of adoption and utilization among SMEs in Esit Eket Local Government Area has not significantly influenced business growth. One of the recommendations made was that SME owners and managers improve their digital marketing skills through regular training, invest in appropriate digital technologies, and adopt more strategic digital marketing practices to maximize business growth.