FACTORS AFFECTING THE ADOPTION OF DIGITAL MARKETING AMONG SMEs IN AWKA SOUTH LOCAL GOVERNMENT AREA

Abstract

This study investigated the Factors Affecting the Adoption of Digital Marketing Among SMEs in Awka South Local Government Area.  Two research questions guided the study. Descriptive survey research design was adopted, using a population of 950 respondents. A simple random sampling technique was adopted due to the composition of the study population. A structured questionnaire developed by the researcher was used for data collection instrument. The data collected was analyzed using mean and standard deviation. Findings reveal that employee skills and knowledge, and financial constraints significantly shape the adoption of digital marketing among SMEs in the study area. The results underscore that many SMEs face challenges in financing digital tools, training employees in digital skills, and keeping pace with technological advancements. Based on the findings, the researcher recommends a multi-pronged approach to addressing these challenges. SMEs should invest in among others digital infrastructure and prioritize capacity building for employees through continuous training and certifications.