CONSTRAINTS ASSOCIATED WITH ONLINE MARKETING FOR SMALL BUSINESSES ON SELECTED STATES IN THE SOUTH-SOUTH REGION OF NIGERIA

Abstract

This study examined the constraints associated with online marketing among small businesses in selected States in the South-South Region of Nigeria. The study specifically investigated the effects of infrastructural, financial and technological constraints on online marketing in small businesses in Asaba and Benin metropolis. Descriptive survey research design was adopted, and data were collected from 100 owners and managers of small businesses using a structured questionnaire.

Descriptive statistics, correlation analysis, and multiple regression techniques were employed to analyze the data. Findings revealed that while most small businesses make use of one or more online marketing platforms, particularly social media, their usage remains largely basic. Respondents reported significant challenges relating to unstable electricity supply, unreliable and costly internet services, inadequate funds, limited digital skills, distrust of online transactions, and weak government support. Correlation results indicated significant negative relationships between these constraints and online marketing outcomes. Regression analysis further showed that infrastructural, financial, and technological constraints jointly and significantly predict online marketing performance among small businesses. The study concludes that in the South-South Region businesses are willing but constrained users of online marketing. The study recommends improved infrastructure, enhanced access to finance, and targeted digital skills training, and more supportive institutional policies.