DIGITAL ENTREPRENEURSHIP AND MARKETING PERFORMANCE OF SMALL BUSINESSES IN UGBOKOLO METROPOLIS, BENUE STATE- NIGERIA
Abstract
This study examined the effect of Digital entrepreneurship on marketing performance of Small Businesses in Ugbokolo, Benue State. Specifically, the study investigated the effect of digital knowledge base and ICT market, digital business environment and digital skills and e-leadership on marketing performance of Small Businesses in Ugbokolo, Benue State. This study is anchored on Innovation theory by Shumpeter Joseph in 1912. The study adopted cross sectional research design. Data was collected through Questionnaire administration in the Census population of 300 chosen small businesses in Ugbokolo Metropolis. Multiple Regressions were used to analysed the data with aid of SPSS version 25. It was revealed that digital entrepreneurship through digital knowledge base and ICT market, digital business environment and digital skills and e-leadership have positive effect on marketing performance of Small Businesses in Ugbokolo, Benue State. From the findings, it is concluded that, digital entrepreneurship through digital knowledge base and ICT market, digital business environment and digital skills and e-leadership have improved the marketing performance of Small Businesses in Ugbokolo, Benue State. It is recommended that Small business in Benue state should adapt digital knowledge base and ICT market, digital business environment and digital skills and e-leadership so as to improve their marketing performance.
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