Conference Paper

Enhancing E-Commerce and Digital Marketing Strategies for Small and Medium Enterprises (SMEs) Growth in Nigeria

Abstract This study examined the impact of e-commerce and digital marketing strategies on the growth of Small and Medium Enterprises (SMEs) in Nigeria, with a particular focus on the role of social media marketing through platforms such as Facebook, Instagram, and YouTube. The research targeted a population of 1,200 SMEs in Lagos, spanning four key economic sectors: manufacturing, food services, agriculture, and wholesale/retail trade. A multi-stage sampling technique was applied, yielding a sample size of 300, determined using the Taro Yamane formula. The study adopted a survey research design, utilizing a 20-item online questionnaire based on a 4-point Likert scale to collect data from respondents. To ensure the validity and reliability of the research instrument, component factor analysis and Cronbach’s Alpha were employed. Data analysis was conducted using SPSS version 26, with multiple linear regression used for both descriptive and inferential statistical analysis. The t-statistic results {f (3/596), t = 842.705, P < 0.05} and the model summary, which showed an R² value of 0.809, indicated that Facebook, Instagram, and YouTube collectively accounted for 80.9% of the variation in SME growth. Based on these findings, the study concluded that digital marketing strategies have a significant and positive impact on the growth of SMEs in Nigeria. Keywords: E-commerce, Digital Marketing Strategies, Facebook, Instagram, YouTube