E-Marketing and Performance of Small and Medium Enterprises in Bauchi Metropolis

Small and Medium Enterprises (SMEs) play a major role in the world economy accounting for humongous economic development and employment growth. On the other hand, the revolution in information technology (IT) and communications has changed the way people conduct business today. Thus, the reinvention of marketing requires a cursory examination of the role of e-marketing on the performance of SMEs is imperative. A cross-sectional survey was used to collect data from SMEs in Bauchi Metropolis, while the Linear Regression model was deployed to test hypotheses. The study found that e-marketing has a significant effect on competitive advantage, Sales volume, customer retention, and market share of SMEs in Bauchi Metropolis, Nigeria. 86Beneficiaries of this research include Researchers, Entrepreneurs, Policy makers, and practitioners.

Keywords:- E-Marketing, SME Performance, Competitive Advantage, Sales Performance, Customer Retention.