THE EFFECT OF DIGITAL ENTREPRENEURSHIP ON MARKETING PERFORMANCE OF SMALL MEDIUM ENTREPRISES (SMES) IN KANO METROPOLIS

ABSTRACT This study examines the impact of digital entrepreneurship on the performance of small-scale businesses in Kano. With the rapid advancement of technology, digital platforms have become vital tools for entrepreneurs, offering new opportunities for growth and market reach. The research explores how small businesses in Kano utilize digital tools such as ICT, Digital Business environment and digital skills to enhance their competitiveness and performance. The study adopted a survey research design. The target populations for this study are staff Fast Agro super sack Sharada, Kano, Kano their numbers are 55. The study adopted a simple random sampling technique and was the respondents will be randomly selected for the study. The findings highlight the significant role of digital entrepreneurship in improving sales, customer engagement, and business sustainability. In light of the results, this research suggests that ICT hub should implement the following measures to effectively maintain the desired level of performance within their enterprises; The ICT hub should adopt digital literacy as mechanisms of improving the ICT so as to improve their marketing performance, The ICT hub should adopt digital business environment so as to increase their marketing performance and The ICT hub should adopt digital skills so as to enhance their marketing performance.