Effect of Social Responsibility Marketing on Performance of SMES in Abraka
Abstract
This study examined social marketing responsibility and performance of SMEs in Abraka. The study adopted cross sectional research design method to determine the relationship between the independent and dependent variables of the study. The total target population was one hundred three (103) owners of selected SMEs in Abraka, Delta State. Data was collected using semi- structured questionnaire which is made of close-ended questions. The qualitative data was presented by use of tables and numeric frequencies. The gathered data was quantitatively analyzed by use of the Statistical Package for Social Science (SPSS). The data were analyzed with statistics including means, percentages and frequencies. Data interpretation was carried out within the reference frame of the study problem. Model of multiple regression analysis was utilized to establish the relationship between the independent and dependent variables. From the findings, the regression analysis findings indicated that the dimensions of evangelism marketing adopted in this study were significant on consumer purchase intention. From the findings, respondents agreed that constructs of social marketing responsibility have significant effect on performance of SMEs in Abraka, Delta State. The study concluded that social marketing responsibility is a predictor of performance of SMEs. The study recommended that organizations should take a bold step on investments and donate courteously to their business environment. This will increase goodwill, erect rugged bond between the company and her employees, customers and the host neighbourhood as a whole.
Keywords
social responsibility marketingperformancesocial innovationtrade-fairgreen
References
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