ABSTRACT
The study examined tax policiesand small and medium scale enterprises in Nigeria.Four specific research objectives was raised for the study, they are to examine the impact of digital marketing to SMEs growth; ascertain the effects of digital channels on the sales growth of SMEs; determine the effects of online marketing strategies on the growth of SMEs and to explore the factors that influence SMEs adopting of digital marketing in Benin City.
The research population of the study comprised all employees working in SMEs under the hospitality industry in Benin City, Edo State. The total number of SMEs in Benin City, Edo State. are around 5,000. The researcher used five selected SMEs in Benin City, Edo State. The selected SMEs are: Mat-Ice Fast-Food, Domino’s Pizza/Cold Stone Eatery, Nadia Bakery, Z-zone foods and Chicken Republic Eatery. a Simple random sampling method was employed to choose participants for the study. The selection was entirely random, involving the participation of 100 employees from a selection of five (5) distinct SMEs. Specifically, 20 questionnaires were distributed to each of the five SMEs. The data collected was analyzed in regard to the research questions and hypotheses for the study using the Statistical Package for Social Science (SPSS 22). These methods include both descriptive and inferential method such as mean and standard deviation, while regression analysis will be used to test the hypotheses.
It was concluded that there is need for a nuanced and context-specific approach when assessing the significance of digital marketing in SME development. The data reveals a mixed landscape of opinions, with some respondents strongly emphasizing the importance of digital marketing, while others remain skeptical or undecided. This divergence could be attributed to differences in industry backgrounds, familiarity with digital marketing practices, and generational factors. However based on the findings and the conclusion it was recommended that SMEs should engage in risk management strategies to ensure that digital marketing efforts align with their business goals. Conducting educational initiatives and awareness campaigns can help SMEs understand the potential benefits of digital marketing. Sharing industry-specific data and case studies can illustrate the positive impact of digital marketing in various contexts
