{"id":"https://openalex.org/W7171158024","doi":"https://doi.org/10.46654/fcsqwy56","title":"The Impact of Digital Marketing on the Performance of Small-Scale Businesses in Nigeria","display_name":"The Impact of Digital Marketing on the Performance of Small-Scale Businesses in Nigeria","publication_year":2026,"publication_date":"2026-07-25","ids":{"openalex":"https://openalex.org/W7171158024","doi":"https://doi.org/10.46654/fcsqwy56"},"language":"en","primary_location":{"id":"doi:10.46654/fcsqwy56","doi":"https://doi.org/10.46654/fcsqwy56","is_oa":true,"landing_page_url":"https://doi.org/10.46654/fcsqwy56","pdf_url":"https://www.openjournals.ijaar.org/index.php/ajbed/article/download/2146/2197","source":{"id":"https://openalex.org/S4210218309","display_name":"African Journal of Business and Economic Development","issn_l":"2782-7658","issn":["2782-7658"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-nc","license_id":"https://openalex.org/licenses/cc-by-nc","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"African Journal of Business and Economic Development","raw_type":"journal-article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://www.openjournals.ijaar.org/index.php/ajbed/article/download/2146/2197","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5143640152","display_name":"Ajuma Ann Daniel","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I4403386749","display_name":"Kogi State Polytechnic","ror":"https://ror.org/056vt4a53","country_code":"NG","type":"education","lineage":["https://openalex.org/I4403386749"]}],"countries":["NG"],"is_corresponding":false,"raw_author_name":"Ajuma Ann Daniel","raw_affiliation_strings":["Kogi State Polytechnic, Lokoja"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Kogi State Polytechnic, Lokoja","institution_ids":["https://openalex.org/I4403386749"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5143456944","display_name":"Ibrahim Shaba Yahaya","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I4403386749","display_name":"Kogi State Polytechnic","ror":"https://ror.org/056vt4a53","country_code":"NG","type":"education","lineage":["https://openalex.org/I4403386749"]}],"countries":["NG"],"is_corresponding":false,"raw_author_name":"Ibrahim Shaba Yahaya","raw_affiliation_strings":["Kogi State Polytechnic, Lokoja"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Kogi State Polytechnic, Lokoja","institution_ids":["https://openalex.org/I4403386749"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5143615909","display_name":"Abdulraheem Muhammed Shaibu","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I4403386749","display_name":"Kogi State Polytechnic","ror":"https://ror.org/056vt4a53","country_code":"NG","type":"education","lineage":["https://openalex.org/I4403386749"]}],"countries":["NG"],"is_corresponding":false,"raw_author_name":"Abdulraheem Muhammed Shaibu","raw_affiliation_strings":["Kogi State Polytechnic, Lokoja"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Kogi State Polytechnic, Lokoja","institution_ids":["https://openalex.org/I4403386749"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5013705576","display_name":"Omejeh Timothy Enejoh","orcid":"https://orcid.org/0000-0003-1462-0377","observed_orcids":["https://orcid.org/0000-0003-1462-0377"]},"institutions":[{"id":"https://openalex.org/I4403386749","display_name":"Kogi State Polytechnic","ror":"https://ror.org/056vt4a53","country_code":"NG","type":"education","lineage":["https://openalex.org/I4403386749"]},{"id":"https://openalex.org/I874055015","display_name":"Teesside University","ror":"https://ror.org/03z28gk75","country_code":"GB","type":"education","lineage":["https://openalex.org/I874055015"]}],"countries":["GB","NG"],"is_corresponding":false,"raw_author_name":"Enejoh Timothy Omejeh","raw_affiliation_strings":["Kogi State Polytechnic, Lokoja","Teesside University"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Kogi State Polytechnic, Lokoja","institution_ids":["https://openalex.org/I4403386749"]},{"raw_affiliation_string":"Teesside University","institution_ids":["https://openalex.org/I874055015"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5143616508","display_name":"Queen Esther Omejeh","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I4403386749","display_name":"Kogi State Polytechnic","ror":"https://ror.org/056vt4a53","country_code":"NG","type":"education","lineage":["https://openalex.org/I4403386749"]},{"id":"https://openalex.org/I874055015","display_name":"Teesside University","ror":"https://ror.org/03z28gk75","country_code":"GB","type":"education","lineage":["https://openalex.org/I874055015"]}],"countries":["GB","NG"],"is_corresponding":false,"raw_author_name":"Queen Esther Omejeh","raw_affiliation_strings":["Kogi State Polytechnic, Lokoja","Teesside University"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Kogi State Polytechnic, Lokoja","institution_ids":["https://openalex.org/I4403386749"]},{"raw_affiliation_string":"Teesside University","institution_ids":["https://openalex.org/I874055015"]}]}],"institutions":[],"countries_distinct_count":2,"institutions_distinct_count":2,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":true,"cited_by_count":0,"citation_normalized_percentile":{"value":0.0,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":"6","issue":"3","first_page":"20","last_page":"36"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13053","display_name":"SMEs Development and Digital Marketing","score":0.9477999806404114,"subfield":{"id":"https://openalex.org/subfields/1403","display_name":"Business and International Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13053","display_name":"SMEs Development and Digital Marketing","score":0.9477999806404114,"subfield":{"id":"https://openalex.org/subfields/1403","display_name":"Business and International Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.051500000059604645,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T12885","display_name":"Digital Innovation in Industries","score":0.0005000000237487257,"subfield":{"id":"https://openalex.org/subfields/1405","display_name":"Management of Technology and Innovation"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/digital-marketing","display_name":"digital marketing","score":0.9990000128746033},{"id":"https://openalex.org/keywords/small-business","display_name":"small business","score":0.984000027179718},{"id":"https://openalex.org/keywords/firm-performance","display_name":"firm performance","score":0.9559999704360962},{"id":"https://openalex.org/keywords/nigeria","display_name":"Nigeria","score":0.7300000190734863},{"id":"https://openalex.org/keywords/social-media-marketing","display_name":"social media marketing","score":0.9580000042915344},{"id":"https://openalex.org/keywords/e-commerce","display_name":"e-commerce","score":0.9950000047683716},{"id":"https://openalex.org/keywords/online-advertising","display_name":"online advertising","score":0.871999979019165},{"id":"https://openalex.org/keywords/mobile-marketing","display_name":"mobile marketing","score":0.9279999732971191},{"id":"https://openalex.org/keywords/email-marketing","display_name":"email marketing","score":0.996999979019165},{"id":"https://openalex.org/keywords/digital-customer-engagement","display_name":"digital customer engagement","score":0.8769999742507935},{"id":"https://openalex.org/keywords/digital-literacy","display_name":"digital literacy","score":0.6729999780654907},{"id":"https://openalex.org/keywords/technology-adoption","display_name":"technology adoption","score":0.6669999957084656},{"id":"https://openalex.org/keywords/organizational-capabilities","display_name":"organizational capabilities","score":0.8830000162124634},{"id":"https://openalex.org/keywords/consumer-trust","display_name":"consumer trust","score":0.7509999871253967},{"id":"https://openalex.org/keywords/market-visibility","display_name":"market visibility","score":0.6060000061988831},{"id":"https://openalex.org/keywords/competitiveness","display_name":"competitiveness","score":0.5299999713897705},{"id":"https://openalex.org/keywords/organizational-resilience","display_name":"organizational resilience","score":0.5929999947547913}],"concepts":[{"id":"https://openalex.org/C98495876","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital marketing","level":2,"score":0.6534000039100647},{"id":"https://openalex.org/C2776915394","wikidata":"https://www.wikidata.org/wiki/Q5196451","display_name":"Customer engagement","level":3,"score":0.649399995803833},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.642300009727478},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.6055999994277954},{"id":"https://openalex.org/C518677369","wikidata":"https://www.wikidata.org/wiki/Q202833","display_name":"Social media","level":2,"score":0.5250999927520752},{"id":"https://openalex.org/C17632256","wikidata":"https://www.wikidata.org/wiki/Q1076968","display_name":"Digital media","level":2,"score":0.3799999952316284},{"id":"https://openalex.org/C126082660","wikidata":"https://www.wikidata.org/wiki/Q4252370","display_name":"Digital transformation","level":2,"score":0.36809998750686646},{"id":"https://openalex.org/C98045186","wikidata":"https://www.wikidata.org/wiki/Q205663","display_name":"Process (computing)","level":2,"score":0.35429999232292175},{"id":"https://openalex.org/C98825075","wikidata":"https://www.wikidata.org/wiki/Q485643","display_name":"Customer relationship management","level":2,"score":0.32199999690055847},{"id":"https://openalex.org/C48891531","wikidata":"https://www.wikidata.org/wiki/Q1141436","display_name":"Marketing research","level":2,"score":0.31369999051094055},{"id":"https://openalex.org/C93032411","wikidata":"https://www.wikidata.org/wiki/Q1363963","display_name":"Marketing strategy","level":2,"score":0.3075999915599823},{"id":"https://openalex.org/C54649085","wikidata":"https://www.wikidata.org/wiki/Q574424","display_name":"Relationship marketing","level":3,"score":0.30379998683929443},{"id":"https://openalex.org/C56739046","wikidata":"https://www.wikidata.org/wiki/Q192060","display_name":"Knowledge management","level":1,"score":0.29490000009536743},{"id":"https://openalex.org/C145097563","wikidata":"https://www.wikidata.org/wiki/Q1148747","display_name":"Payment","level":2,"score":0.2939999997615814},{"id":"https://openalex.org/C192975520","wikidata":"https://www.wikidata.org/wiki/Q1143466","display_name":"Marketing management","level":2,"score":0.29109999537467957},{"id":"https://openalex.org/C39453970","wikidata":"https://www.wikidata.org/wiki/Q7317267","display_name":"Return on marketing investment","level":3,"score":0.28459998965263367},{"id":"https://openalex.org/C130721881","wikidata":"https://www.wikidata.org/wiki/Q1146253","display_name":"Customer lifetime value","level":5,"score":0.2743000090122223},{"id":"https://openalex.org/C146937435","wikidata":"https://www.wikidata.org/wiki/Q4025911","display_name":"Marketing effectiveness","level":4,"score":0.27300000190734863},{"id":"https://openalex.org/C4216890","wikidata":"https://www.wikidata.org/wiki/Q815823","display_name":"Business model","level":2,"score":0.27079999446868896},{"id":"https://openalex.org/C66204764","wikidata":"https://www.wikidata.org/wiki/Q219416","display_name":"Sustainability","level":2,"score":0.26489999890327454},{"id":"https://openalex.org/C31367271","wikidata":"https://www.wikidata.org/wiki/Q5196444","display_name":"Customer advocacy","level":4,"score":0.2623000144958496},{"id":"https://openalex.org/C160949748","wikidata":"https://www.wikidata.org/wiki/Q1365703","display_name":"Mobile payment","level":3,"score":0.26179999113082886},{"id":"https://openalex.org/C178408851","wikidata":"https://www.wikidata.org/wiki/Q558685","display_name":"Content marketing","level":3,"score":0.25870001316070557},{"id":"https://openalex.org/C65257409","wikidata":"https://www.wikidata.org/wiki/Q734253","display_name":"Electronic business","level":3,"score":0.2565999925136566},{"id":"https://openalex.org/C2776291640","wikidata":"https://www.wikidata.org/wiki/Q2912517","display_name":"Value (mathematics)","level":2,"score":0.2565999925136566}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.46654/fcsqwy56","doi":"https://doi.org/10.46654/fcsqwy56","is_oa":true,"landing_page_url":"https://doi.org/10.46654/fcsqwy56","pdf_url":"https://www.openjournals.ijaar.org/index.php/ajbed/article/download/2146/2197","source":{"id":"https://openalex.org/S4210218309","display_name":"African Journal of Business and Economic Development","issn_l":"2782-7658","issn":["2782-7658"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-nc","license_id":"https://openalex.org/licenses/cc-by-nc","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"African Journal of Business and Economic Development","raw_type":"journal-article"}],"best_oa_location":{"id":"doi:10.46654/fcsqwy56","doi":"https://doi.org/10.46654/fcsqwy56","is_oa":true,"landing_page_url":"https://doi.org/10.46654/fcsqwy56","pdf_url":"https://www.openjournals.ijaar.org/index.php/ajbed/article/download/2146/2197","source":{"id":"https://openalex.org/S4210218309","display_name":"African Journal of Business and Economic Development","issn_l":"2782-7658","issn":["2782-7658"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-nc","license_id":"https://openalex.org/licenses/cc-by-nc","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"African Journal of Business and Economic Development","raw_type":"journal-article"},"sustainable_development_goals":[{"display_name":"Decent work and economic growth","id":"https://metadata.un.org/sdg/8","score":0.7257999777793884},{"display_name":"Industry, innovation and infrastructure","id":"https://metadata.un.org/sdg/9","score":0.4943999946117401}],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W7171158024.pdf","grobid_xml":"https://content.openalex.org/works/W7171158024.grobid-xml"},"referenced_works_count":5,"referenced_works":["https://openalex.org/W4309923066","https://openalex.org/W4401818378","https://openalex.org/W4401975279","https://openalex.org/W4403532071","https://openalex.org/W7164045120"],"related_works":["https://openalex.org/W7168077449","https://openalex.org/W4416933740","https://openalex.org/W7160264761","https://openalex.org/W7214210746","https://openalex.org/W4413452211","https://openalex.org/W7220490122","https://openalex.org/W7223102234","https://openalex.org/W4414953791","https://openalex.org/W7215308810","https://openalex.org/W4388105657"],"abstract_inverted_index":{"Digital":[0,195],"marketing":[1,40,69,116,216],"has":[2],"become":[3],"increasingly":[4],"important":[5],"to":[6,178],"the":[7,17,26,65,71,163,179,191,194,205,227],"competitiveness":[8,131],"and":[9,61,70,87,100,117,132,153,175,221,237,263],"sustainability":[10],"of":[11,28,37,59,73,207],"small-scale":[12,74],"businesses":[13,75],"in":[14,76,162,248],"Nigeria.":[15,77],"However,":[16],"existing":[18],"literature":[19,63,94,228],"remains":[20],"fragmented,":[21],"with":[22,184,257],"many":[23],"studies":[24,83],"treating":[25],"adoption":[27,99,183],"social":[29,107],"media":[30,108],"or":[31],"other":[32],"digital":[33,39,45,68,96,118,141,182,212,231,235],"tools":[34],"as":[35,204,242],"evidence":[36,104],"effective":[38],"without":[41],"adequately":[42],"explaining":[43],"how":[44],"activities":[46],"are":[47,138],"converted":[48],"into":[49],"measurable":[50],"business":[51,202,260],"outcomes.":[52,186],"This":[53],"article":[54,157,192,255],"presents":[55],"an":[56],"integrative":[57],"review":[58,79],"theoretical":[60],"empirical":[62],"on":[64,82,95,140,167],"relationship":[66],"between":[67,85],"performance":[72,171,203],"The":[78,103,156,224,254],"draws":[80],"primarily":[81],"published":[84],"2021":[86],"July":[88],"2026,":[89],"while":[90],"incorporating":[91],"relevant":[92],"foundational":[93],"marketing,":[97,109,114],"technology":[98],"organisational":[101,133],"capabilities.":[102],"indicates":[105],"that":[106],"e-commerce,":[110],"online":[111],"advertising,":[112],"mobile":[113],"email":[115],"customer":[119,125,127,145,219],"engagement":[120],"can":[121],"improve":[122],"market":[123],"visibility,":[124],"acquisition,":[126],"relationships,":[128],"sales":[129],"growth,":[130],"resilience.":[134],"Nevertheless,":[135],"these":[136,189],"benefits":[137],"conditional":[139],"literacy,":[142],"content":[143],"quality,":[144],"trust,":[146],"analytical":[147],"capability,":[148,218],"infrastructure":[149],"reliability,":[150],"payment":[151],"systems":[152],"order-fulfilment":[154],"capacity.":[155],"identifies":[158],"significant":[159],"methodological":[160],"limitations":[161],"literature,":[164],"including":[165],"reliance":[166],"cross-sectional":[168],"surveys,":[169],"self-reported":[170],"measures,":[172],"single-state":[173],"samples":[174],"limited":[176],"attention":[177],"mechanisms":[180],"linking":[181],"financial":[185],"To":[187],"address":[188],"limitations,":[190],"develops":[193],"Marketing":[196],"Performance":[197],"Conversion":[198],"Framework,":[199],"which":[200],"explains":[201],"outcome":[206],"a":[208,243],"sequential":[209],"process":[210],"involving":[211],"access,":[213],"strategic":[214],"adoption,":[215],"conversion":[217,240],"response":[220],"value":[222],"realisation.":[223],"framework":[225],"advances":[226],"by":[229,238],"distinguishing":[230],"presence":[232],"from":[233],"performance-generating":[234],"capability":[236],"introducing":[239],"friction":[241],"major":[244],"explanation":[245],"for":[246,259],"variations":[247],"outcomes":[249],"among":[250],"Nigerian":[251],"small":[252],"businesses.":[253],"concludes":[256],"implications":[258],"owners,":[261],"policymakers":[262],"future":[264],"research.":[265]},"counts_by_year":[],"updated_date":"2026-11-04T10:54:05.112534","created_date":"2026-07-26T00:00:00"}
