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EXTENT OF UTILIZATION OF E-MAIL MARKETING TECHNOLOGY BY SMALL AND MEDIUM SCALE BUSINESS OPERATORS IN ABIA AND ENUGU STATES, NIGERIA
Abstract:
This study aims to assess the extent of utilization of e-mail marketing technology by small and medium-scale business operators in Abia and Enugu States, Nigeria. E-mail marketing has emerged as a powerful tool for businesses to reach and engage with their target audience, and it offers numerous advantages such as cost-effectiveness, scalability, and personalized communication. However, the adoption of e-mail marketing among small and medium-sized enterprises (SMEs) in Nigeria remains relatively low, and there is a need to understand the factors influencing its utilization.
The research will employ a mixed-methods approach, combining quantitative surveys and qualitative interviews to gather data. A sample of small and medium-scale business operators in Abia and Enugu States will be surveyed to obtain information on their current utilization of e-mail marketing technology, including the frequency of e-mail campaigns, types of e-mail content, target audience, and perceived benefits and challenges. Additionally, in-depth interviews will be conducted with a subset of participants to gain insights into their motivations, barriers, and strategies related to e-mail marketing adoption.
The findings of this study will provide a comprehensive understanding of the extent of e-mail marketing technology utilization among SMEs in Abia and Enugu States. The results will inform policymakers, business support organizations, and marketing practitioners about the challenges faced by SMEs in adopting e-mail marketing and the potential interventions needed to promote its effective utilization. Additionally, the study will contribute to the existing literature on e-mail marketing adoption in developing countries, specifically in the context of Nigeria.
Keywords: e-mail marketing, small and medium-scale businesses, SMEs, Nigeria, adoption, utilization, barriers, benefits.
EXTENT OF UTILIZATION OF E-MAIL MARKETING TECHNOLOGY BY SMALL AND MEDIUM SCALE BUSINESS OPERATORS IN ABIA AND ENUGU STATES, NIGERIA. GET MORE BUSINESS EDUCATION PROJECT TOPICS AND MATERIALS
