EXTENT OF UTILIZATION OF E-MAIL MARKETING TECHNOLOGY BY SMALL AND MEDIUM SCALE BUSINESS OPERATORS IN ADAMAWA AND IMO STATES, NIGERIA

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ABSTRACT

This research project aims to assess the extent of utilization of e-mail marketing technology by small and medium-scale business operators in Adamawa and Imo States, Nigeria. The study seeks to explore the current adoption levels of e-mail marketing among small and medium-sized enterprises (SMEs), identify the factors influencing its utilization, examine the benefits and challenges associated with e-mail marketing, and propose recommendations for enhancing its effectiveness as a marketing tool in the region.

A mixed-methods research design will be employed, combining surveys and interviews to collect data from SME owners and managers. The research objectives include assessing the current adoption levels of e-mail marketing among SMEs, identifying the factors influencing its utilization, examining the perceived benefits and challenges of e-mail marketing, and proposing recommendations for enhancing its effectiveness.

The findings of this research project will contribute to the existing body of knowledge by providing insights into the extent of e-mail marketing utilization among small and medium-scale business operators in Adamawa and Imo States. The research will assess the current adoption levels of e-mail marketing, determining the proportion of SMEs that actively employ e-mail as a marketing channel. Additionally, the research will identify the factors influencing the utilization of e-mail marketing, such as awareness, technological infrastructure, resource availability, and perceived effectiveness. Furthermore, the research will examine the perceived benefits and challenges associated with e-mail marketing, considering factors such as cost-effectiveness, reach, customer engagement, data privacy concerns, and spam filtering. Based on the findings, recommendations will be proposed to enhance the effectiveness of e-mail marketing for SMEs in the region, encompassing training programs, infrastructure improvement, best practices guidelines, and industry collaborations.

The implications of this research extend to SME owners and managers, policymakers, and marketing professionals in Adamawa and Imo States. The findings will provide valuable insights to SME operators, helping them understand the current state of e-mail marketing utilization and its potential benefits. Policymakers can consider the research findings when formulating policies and initiatives that support the adoption and effective use of e-mail marketing among SMEs. Marketing professionals can gain insights into the challenges faced by SMEs and tailor their support and guidance accordingly.

In conclusion, this research project assesses the extent of e-mail marketing utilization among small and medium-scale business operators in Adamawa and Imo States. By examining adoption levels, identifying influencing factors, examining benefits and challenges, and proposing recommendations, stakeholders can enhance the effectiveness of e-mail marketing as a tool for small and medium-sized enterprises in the region

TABLE OF CONTENTS
Title Page i
Declaration ii
Approval Page iii
Dedication iv
Abstract vi
Table of Contents vii
CHAPTER ONE: INTRODUCTION
1.1 Introduction 1
1.2 Background of the study 3
1.3 Statement of the General Problem 4
1.4 Objective of the study 5
1.5 Significance of the study 5
1.6 Statement of hypothesis 6
1.7 Scope of the study 6
1.8 Limitation of the study 7
1.9 Definition of terms 7
CHAPTER TWO: LITERATURE REVIEW
2.0 Introduction 9
2.1 Review of related literature 9
2.2 Theoretical framework
2.3 Summary of review 33
CHAPTER THREE: RESEARCH METHODOLOGY
3.1 Introduction 35
3.2 Research design 35
3.3 Area of study 35
3.4 Population of the study 36
3.5 Sample size 36
3.6 Instrument for data collection 36
3.7 Reliability of the instrument 37
3.8 Validity of the Instrument 38
3.9 Method of data Collection 38
3.10 Method of Data Analysis 39
CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS
4.1 Introduction 41
4.2 Characteristics of the respondents 41
4.3 Presentation of Data Analysis 43
4.4 Discussion of Findings 48
4.5 Summary of findings 49
CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1 Summary 51
5.2 Conclusion 52
5.3 Recommendation 53
Biography 54
Appendix 56

 

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