Table of Contents
Title Page
Abstract
Chapter One: Introduction
1.1 Background to the Study
1.2 Statement of the Problem
1.3 Objectives of the Study
1.4 Research Questions
1.5 Research Hypothesis
1.6 Significance of the Study
1.7 Scope of the Study
1.8 Limitations of the Study
1.9 Organization of the Study
1.10 Definition of Terms
1.10.1 Digital Marketing
1.10.2 Small and Medium-Sized Enterprises (SMEs)
1.10.3 Social Media Marketing
1.10.4 Online Advertising
1.10.5 Digital Customer Engagement
1.10.6 SME Performance
1.10.7 Market Expansion
References
Chapter Two: Review of Related Literature
2.1 Introduction
2.2 Theoretical Review
2.2.1 Technology Acceptance Model (TAM)
2.2.2 Diffusion of Innovation Theory
2.2.3 Resource-Based View (RBV) Theory
2.3 Conceptual Review
2.3.1 Concept of Digital Marketing
2.3.2 Concept of Small and Medium-Sized Enterprises
2.3.3 Concept of Social Media Marketing
2.3.4 Concept of Online Advertising
2.3.5 Concept of Digital Customer Engagement
2.3.6 Concept of Digital Marketing Strategy
2.3.7 Concept of Digital Marketing Capabilities
2.3.8 Concept of SME Performance
2.3.9 Concept of Market Expansion and Customer Acquisition
2.3.10 Digital Marketing and SME Performance
2.4 Empirical Review
References
Chapter Three: Research Methodology
3.1 Research Design
3.2 Area of the Study
3.3 Population of the Study
3.4 Sample Size Determination
3.5 Sampling Technique
3.6 Nature and Sources of Data
3.7 Instrument for Data Collection
3.8 Validity of the Instrument
3.9 Reliability of the Instrument
3.10 Method of Data Collection
3.11 Measurement of Variables
3.12 Model Specification
3.13 Method of Data Analysis
3.14 Ethical Considerations
3.15 Summary of the Methodology
Chapter Four: Data Analysis and Interpretation
4.1 Introduction
4.2 Response Rate
4.3 Demographic Characteristics of Respondents
4.4 Descriptive Analysis of Research Variables
4.4.1 Social Media Marketing
4.4.2 Online Advertising
4.4.3 Digital Customer Engagement
4.4.4 SME Performance
4.5 Test of Hypotheses
4.5.1 Regression Analysis Results
4.5.2 Hypothesis Testing
4.6 Discussion of Findings
4.7 Summary of Data Analysis
Chapter Five: Summary, Conclusion and Recommendations
5.1 Introduction
5.2 Summary of the Study
5.3 Summary of Major Findings
5.4 Conclusion
5.5 Recommendations
5.6 Contribution to Knowledge
5.7 Limitations of the Study
5.8 Suggestions for Further Research
5.9 Chapter Summary
Research Questionnaire
Section A: Demographic and Business Characteristics
Section B: Social Media Marketing
Section C: Online Advertising
Section D: Digital Customer Engagement
Section E: SME Performance
ABSTRACT
This study examined the impact of digital marketing on the performance of Small and Medium-Sized Enterprises (SMEs) in Lagos State, Nigeria. Despite the growing adoption of digital platforms among SMEs, questions remain concerning whether and to what extent digital marketing contributes to improved business performance. The specific objectives of the study were to examine the effect of social media marketing on SME performance, determine the influence of online advertising on SME performance, and assess the effect of digital customer engagement on SME performance in Lagos State. The study was anchored on the Technology Acceptance Model (TAM), the Diffusion of Innovation Theory, and the Resource-Based View (RBV) Theory. A descriptive survey research design was adopted, with a quantitative approach. The population of the study comprised 1,200 selected SMEs operating in Lagos State, from which a sample size of 300 respondents was determined using the Taro Yamane formula at a 5% level of precision. A stratified random sampling technique was employed to select respondents across different SME sectors. Primary data were collected through a structured questionnaire, and out of the 300 questionnaires administered, 278 were retrieved and found valid for analysis, representing a response rate of 92.7%. Data were analysed using descriptive statistics (frequency, percentage, mean, and standard deviation) and inferential statistics (multiple regression analysis). The hypotheses were tested at a 0.05 level of significance. The findings revealed that social media marketing (β = 0.348, t = 6.500, p = 0.000), online advertising (β = 0.256, t = 4.978, p = 0.000), and digital customer engagement (β = 0.318, t = 6.085, p = 0.000) each had a significant positive effect on SME performance in Lagos State. The regression model showed an R Square value of 0.551, indicating that the three digital marketing dimensions collectively explained 55.1% of the variance in SME performance. Social media marketing emerged as the strongest predictor of SME performance. All three null hypotheses were rejected. The study concluded that digital marketing significantly improves SME performance in Lagos State, particularly in terms of customer acquisition, sales growth, market expansion, and overall business growth. The study recommended that SME owners and managers should prioritise social media marketing, adopt more strategic and measurable approaches to online advertising, strengthen digital customer engagement practices, and invest in building internal digital marketing capabilities. Policymakers and business support organisations were also urged to provide training and capacity-building programmes to enhance the digital marketing skills of SME operators in Lagos State.
