Thesis Abstract

Abstract
E-marketing has become an essential tool for businesses of all sizes around the world, including small-scale businesses in Nigeria. This study aims to explore the impact of e-marketing on small-scale businesses in Nigeria, focusing on whether it poses a threat or provides opportunities for growth and development. The research will involve a comprehensive review of existing literature on e-marketing and small-scale businesses, as well as empirical data collection through surveys and interviews with small-scale business owners in Nigeria. The findings of this study will contribute to the understanding of how e-marketing can influence the success and sustainability of small-scale businesses in Nigeria. By examining the challenges and opportunities that e-marketing presents for small-scale businesses, this research will provide valuable insights for business owners, policymakers, and researchers interested in the digital transformation of small businesses in Nigeria. The results of this study may also help identify strategies and best practices for integrating e-marketing into the operations of small-scale businesses to maximize its benefits and minimize potential threats. Overall, this research seeks to shed light on the role of e-marketing in the growth and success of small-scale businesses in Nigeria. By exploring the perceptions and experiences of small business owners regarding e-marketing, this study will contribute to the body of knowledge on digital marketing in the context of developing economies. The findings of this research may also have practical implications for small business owners looking to leverage e-marketing tools and techniques to improve their market reach, customer engagement, and overall business performance. In conclusion, this study will provide insights into the opportunities and challenges that e-marketing presents for small-scale businesses in Nigeria. By examining the current landscape of e-marketing adoption among small businesses and its impact on their operations and performance, this research will offer valuable recommendations for enhancing the role of digital marketing in the growth and sustainability of small-scale businesses in Nigeria.

Thesis Overview

INTRODUCTION
Small-scale businesses in Nigeria play a very vital role in the development of its economy. Over the years various policies both from the government and some of the private sector actors have been developed to create enabling environments for these small scale businesses to thrive. However the challenges linger. Some of these challenges have been highlighted by many authors to be, poor managerial skill, small capital, wasteful spending by small scale business owners, poor marketing strategies etc. the is not the negligence of the fact that those few SMEs that have thrived over the years have contributed immensely to the growth of Nigeria economy through the following significant ways, utilization of Nigeria’s resources, increase an employment etc. income generation and redistribution etc.
Noteworthy at this point in the fact the small scale business especially in the sub-Saharan region appear to be lagging behind in the global trends with respect to small scale businesses. In Japan for example, small scale businesses now engage an international business due to their ability to create product according the taste of the market and are able use available marketing to ensure they gain and retune a reasonable market share. This has been made possible despite the many obvious and general challenges that is inherent in small scale businesses.
The purpose of this study therefore is to ascertain the current relationship between small-scale businesses in Nigeria and marketing. Also it is to ascertain how e-marketing could be used by small scale businesses in Nigeria to tackle its challenges, survive in the market, and thrive enjoying competitive advantage.
This study also seeks to significantly ascertain how e-marketing is perceived by small scale business and whether how it is perceived and indeed e-marketing is an opportunity or a thereat to the survival and thriving of small scale businesses in Nigeria.

1.2     STATEMENT OF THE RESEARCH PROBLEM
Having briefly analyzed the state of Nigerian small scale businesses, its challenges and advantages. A question to be asked would be how can small scale businesses apply their resources efficiently and effectively towards business tools that will help produce competitive advantage, improve market share and other benefits. Considering the up growth in the use of technology in the marketing activities of all types of technology in the marketing activities of all types of organization, it is important to ascertain what effect and how e-marketing can be used by small scale business in Nigeria.
E-marketing as a marketing tool could help the small scale business in Nigeria reach a wider local market, make gain through competitive advantage while serving a better part of the market. Also E-marketing gives the small scale business an opportunity to access new export markets.
However, certain questions need to be asked concerning e-marketing with respect to small companies. They are:

1.3     OBJECTIVE OF THE STUDY
The objectives of this study however, are as follows

This study will attempt to significantly answer these questions.

 

1.4     SCOPE OF THE STUDY
This study will concentrate on the use of the e-marketing as a modern marketing tool. It’s level of awareness among small scale business managers.
Also, the general perception of small scale business manager of e-marketing; and also how small business owners have reacted to the emerging trend of e-marketing as a strategy business tool.

1.5     RELEVANCE OF THE STUDY
This research study is important or relevant in modern business practice in numerous ways. First if we consider the high level of competition in modern day businesses and threats of global economic crisis which have been noticed recently. It is however very crucial for firms to acquire business tools and apply such tools efficiently and effectively so as to create competitive advantage that will enable it make better profit, reduce cost and service more of the market size.
However, some benefits which the authors believes will be gained from this study are briefly highlighted below.