IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-05246860.html
   My bibliography  Save this paper

Digital Marketing Return on Investment (ROI) and Financial Performance in Nigeria SMEs

Author

Listed:
  • David Olanrewaju Akisanmi

    (Department of Marketing, Federal Cooperative College, Ibadan, Nigeria.)

  • Oluwatosin Peter Ajayi

    (African Industrial Internet Programme, African Leadership University, Mauritius.)

  • Jide Sunday Oyewole

    (Department of Accounting, Ekiti State University, Nigeria.)

  • Oluwagbenga Joseph Abudu

    (Accounting Department, Caleb University, Nigeria.)

  • Husseini Abalaka Faruna

    (Department of Business Administration, Salem University, Lokoja, Nigeria.)

  • Ezine Thelma Anike

    (Accounting Department, University of Nigeria, Nsukka, Nigeria.)

  • Esther Ovansuana Ohikhueme

    (Access Bank Plc, Nigeria.)

Abstract

Notwithstanding the quick development of digital marketing technologies, Nigerian SMEs have nevertheless had difficulty optimizing their financial performance. It was unclear, therefore, how much the return on investment (ROI) of digital marketing affected the financial results of SMEs. Using a quantitative survey of 200 SME owners and managers from various industries, this study examined the connection between digital marketing ROI and financial success among SMEs in Nigeria. Structured questionnaires were used to gather data, and inferential and descriptive statistics were used for analysis. The results showed that SMEs who made strategic investments in digital marketing saw quantifiable increases in market share, profitability, and client acquisition. The study also demonstrated that although adoption was hampered by cost, inexperience, and infrastructure issues, digital marketing provided notable financial benefits over traditional marketing. The financial success of SMEs in Nigeria was found to be strongly predicted by the return on investment (ROI) of digital marketing. To increase SME competitiveness in the digital economy, the report suggested more funding for digital marketing expertise, reasonably priced data access, and government assistance programs.

Suggested Citation

  • David Olanrewaju Akisanmi & Oluwatosin Peter Ajayi & Jide Sunday Oyewole & Oluwagbenga Joseph Abudu & Husseini Abalaka Faruna & Ezine Thelma Anike & Esther Ovansuana Ohikhueme, 2025. "Digital Marketing Return on Investment (ROI) and Financial Performance in Nigeria SMEs," Post-Print hal-05246860, HAL.
    • Handle: RePEc:hal:journl:hal-05246860
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-05246860. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.