Communications Technology (ICT) Usage And Marketing Effectiveness Among Micro, Small And Medium Enterprises (MSMES) In Southwest, Nigeria
Ogunrinade Stella. A, Ogungboye Ayobami Stephen
Keywords: ICT, Markets, MSMEs, economic development
Abstract
This study examines how information and communications technology (ICT)
usage influence marketing operations in micro, small and medium enterprises (MSMEs) performance in Southwest, Nigeria. The specific objective of the study is to examine the effects of ICT tools on marketing effectiveness of MSMEs performance in Southwest, Nigeria. In order to achieve this, survey research design was used to gather data for the study with the use of self-structured questionnaire with 5 – point Likert scale. MSMEs owners who registered with Small and Medium Enterprises Development Agency of Nigeria (SMEDAN) formed the population of 277,270, while the sample size of 400 was determined using Taro Yamane formula. Out of 400 copies of questionnaires distributed to the respondents only 360 copies were validly returned and used for analysis, using a simple random sampling technique. The data collected were analyzed with descriptive statistics and inferential statistics. The analysis was done with the aid of the Statistical Package of Social Science (SPSS) version 23. The result of F statistics revealed that the totality of the variables of ICT tools have significant effect on MSMEs performance is 97.327, p value 0.000. ICT tools had a significant effect on marketing effectiveness of MSMEs with the values of t = 10.374 and p = 0.000. The study concludes that a multi-stakeholder approach comprising the government, business sector, and MSMEs’ owners is required and the proper use of ICT technologies can improve marketing effectiveness, drive competitive advantage, and contribute considerably to the sustainability of
MSMEs in the region. The study recommends that the government should make ICT business atmosphere more user friendly by providing ICT
infrastructure that will promote the growth of Micro, Small and Medium
Enterprises in the study area.
Author Biography
Ogunrinade Stella. A
Department of Business Administration, University of Ilesa, Ilesa, Osun State, Nigeria
Email: [email protected]
Ogungboye Ayobami Stephen
Department of General Studies, Mercy Medical University, Iwara, Iwo, Osun State, Nigeria
Email: [email protected]