ABSTRACT
This study investigated the impact of online marketing on small and medium enterprises in Lagos metropolis. A descriptive quantitative survey research design was adopted in the study. The population of the research was all the Small and Medium Enterprises in Lagos metropolis which are using online marketing applications and own internet website which is estimated to be 395 units. Out of 395 units, a sample of 200 SME units is to be taking to obtain the primary data. Therefore, 200 subjects were randomly selected for the study. In this study, stratified random sampling technique was used to collect necessary data. A well-structured Likert-scale instrument was used to assess the impact of online marketing applications (internet marketing, advertising, order and delivery, costumer support service and payment system) on business processes in the small and medium sized enterprises. While Pearson product moment correlation statistical method was used to test the hypotheses in the study at 0.05 level of significance. Based on the analysis of the data, the results obtained showed that:
Online marketing applications have a significant positive impact on business process in small and medium enterprises. There is a significant relationship between online marketing and small and medium- sized businesses productivity. Online marketing order and delivery has a significant positive impact on business process in small and medium enterprises. Online marketing customer support service has a significant positive impact on business process in small and medium enterprises. Online advertising has a significant positive impact on business process in small and medium enterprises. Online payment system has a significant positive impact on business process in small and medium enterprises.
From the findings of this study, it can be concluded that there is the need for SMEs to reexamine the way they use of the Internet and the website, increase the awareness of the importance of the Internet integration into their business, and get some useful information on how other SMEs conduct their Internet business, as well get some concentrative literature on Internet applying to SMEs international business, which might highlight their future development.
TABLE OF CONTENTS
Abstract
CHAPTER ONE
1.0 Introduction
1.1 Background of Study
1.2 Statement of Problems
1.3 Research Objectives
1.4 Research Question
1.5 Research Hypothesis
1.6 Scope of Study
1.7 Significance of study
1.8 Limitation of study
1.9 Definition of terms
CHAPTER TWO
2.0 Literature Review
CHAPTER THREE
3.0 Research methodology
3.1 Research Design
3.2 Population of study
3.3 Sampling Design and Procedure
3.4 Data Collection Instrument
3.5 Administration of Data Collection Instrument
3.6 Methods of data analysis
CHAPTER FOUR
4.0 Data Presentation and Analysis
4.1 Data Presentation
4.2 Test of Hypothesis
CHAPTER FIVE
5.0 Summary, Conclusion and Recommendation
5.1 Summary
5.2 Conclusion
5.3 Recommendation
References
Questionnaire