IMPACT OF DIGITAL MARKETING ON THE PERFORMANCE OF SELECTED SMES IN OYO STATE, NIGERIA

Abstract

This study investigates the impact of digital marketing, specifically influencer marketing and content marketing, on the performance of Small and Medium Enterprises (SMEs) in Oyo State, Nigeria. In the context of a major shift from traditional advertising to digital techniques, this research addresses a gap in empirical evidence regarding the effectiveness of influencer and content marketing in the local SMEs in Oyo State. Using a cross-sectional survey design, data was collected from 362 SME owners via a structured questionnaire. The data was analyzed using pooled regression analysis. The findings reveal that both influencer marketing and content marketing have a positive and statistically significant impact on SME performance. The study concludes that these digital marketing strategies are vital tools for enhancing profitability, market share, customer engagement, and overall business growth. Recommendations include that SMEs should strategically invest in partnerships with credible influencers, prioritize the creation of high-quality customer-centric content, and seek professional digital marketing expertise to optimize their campaigns.