THE IMPACT OF ELECTRONIC MARKETING ON ENTREPRENEUR DEVELOPMENT (A CASE STUDY OF SELECTED SMALL AND MEDIUM BUSINESSES IN IBADAN)

Abstract This study examined the impact of e-marketing in entrepreneurship development in Ibadan using SMEs at Ibadan as a case study. The purpose of the study is to identify how application of e-marketing has impacted the entrepreneurial process in Ibadan. The research design adopted in this study was survey research method. The population for this study consisted of small and medium scale enterprises in Ibadan Metropolis. The study used simple random technique to draw sample from the population. The researcher selected a sample size of 100 for this investigation. The research instrument that used was questionnaire. Descriptive methods such table, frequency and percentage was sued for analysis and inferential statistical techniques was employed to test the hypotheses at 0.05 level of significance using simple regression analysis. The researcher found that, entrepreneurs applied e-marketing in their interaction with customer and in getting feedback to improve on product and services and online transaction significantly contribute to entrepreneurial growth. It was concluded that the role e-marketing is critical in developing entrepreneurship. The researcher recommended that the government of the day should endeavour to create an enabling environment through formulation of better e-marketing policies that would be truly conducive for entrepreneurship to thrive as they impact positively on the economy.