Digital Marketing Adoption Among SMES in Lagos Island Lagos State: The Role of Business Incubators

d to evaluate Qatar's position on a global scale in research, development, innovation, and digital entrepreneurship. The results indicated Qatar's dedication to digital transformation and its endeavor to establish a nurturing ecosystem for small and medium enterprises. The Digital Incubation Center in Qatar plays a crucial role in offering resources, mentorship, and a collaborative environment for startups. By teaming up with various entities such as government agencies, academic institutions, and industry partners, the DIC aids in fostering growth. There is absence of critical findinds as the study did not provide specific, measurable, unique findings. The topic of Intensive Incubation in a Changing Ecosystem: Concrete Evidence of Business Incubation and Start-Up Success in Nigeria was studied by Adeyemi et al. in 2025.This study investigates the impact of entrepreneurial support services on new venture success.This study is motivated by the growing significance of comprehending how non-financial support systems P-ISSN 2695-186X contribute to the longevity and competitiveness of rising enterprises.200 active start-up businesses that are presently undergoing incubation at the Technology Incubation Center in Kwara state between 2023 and 2025 make up the study's population. Using the MACORR sample size method, the study created a sample group of 123 that represented the entire population while taking into consideration a 95% confidence level and a 5% margin of error. A well-structured questionnaire was distributed to chosen start-up owners and managers, and the gathered data were evaluated using Structural Equation Modeling through R statistical software. The findings showed that all three types of support, including training assistance, business advisory services, and technical aid, have considerable positive impacts on the performance of start-ups .The model explained 67.8% of the variation in performance (Adjusted R2 = 0.678), suggesting it has robust explanatory capability .The research highlights that systems providing support for entrepreneurs are crucial for the development of start-ups and suggests improved capacity-building programs, mentoring opportunities, and focused technical support to boost the success rates of new businesses. Esin et al. (2025) investigated the role of business incubators in supporting start-ups in emerging markets, where resource limitations require entrepreneurs to either rely on entrepreneurial bricolage or invest in developing dynamic capabilities in their early stages. A quantitative research design using data from 403 start-ups, the study tests the moderating effect of incubator support on the relationship between bricolage, dynamic capabilities, and venture performance. The findings revealed that incubators significantly strengthen the positive impact of dynamic capabilities on start-up performance compared to that of bricolage. In emerging markets, incubators thus enable start-ups to cultivate adaptive, growth-oriented capabilities rather than relying solely on static bricolage practices. Christiana et al. (2024) investigated the adoption of digital marketing among small and medium enterprises in Lagos State, Nigeria, emphasizing challenges like limited resources, lack of expertise, and insufficient infrastructure. The research utilized a descriptive survey design, collecting data from 387 participants through structured questionnaires from a total of 11,663 registered SME owners. Descriptive statistics were employed for the analysis, and the data were processed using the Statistical Package for Social Sciences . The study's results indicate a high level of digital marketing adoption, with social media platforms being the most widely used, followed by mobile marketing tools and SMS. Email marketing and multimedia brochures also play a significant role, while search engine optimization and on-hold mobile ringtones are less commonly used. The overall findings show a consistent engagement with digital marketing strategies. The research indicates that small and medium-sized enterprises must uphold a strong online presence, emphasizing the importance of social media and mobile marketing to remain competitive. The limited adoption of SEO highlights the necessity for better education and support. Suggested actions include specialized training to enhance SEO and overall digital marketing capabilities for SME owners. Chiamaka et al. (2024) examined how digital transformation affects the growth of small and medium-sized enterprises in Lagos State, Nigeria. They conducted secondary data research and employed online content analysis to review information from textbooks and journals. The findings revealed that digital transformation is influencing the growth of small and medium-sized enterprises in Lagos State, Nigeria. As a result, many small and medium enterprises in Lagos are utilizing Facebook, though only a limited number are employing modern technologies like Instagram for product promotion. The study found a substantial effect of digital transformation on the advancement and sustainability of small and medium enterprises. Consequently, it was P-ISSN 2695-186X suggested that business managers should be motivated to allocate resources toward digital marketing efforts. Methodology A qualitative research design was adopted in this study. The population of the study consist of 40 owners of small and medium scale enterprises in Lagos Island LGA. A multi-stage sampling method was used. The thematic analysis for this study is (Braun & Clarke framework), this will transcribe verbatim, it will generate initial codes and clustering code using qualitative software like NVivo ot Atlas. The semi-structured interview was used to collect data, which is why the participants were able to describe the role of business incubators in fostering digital marketing adoption among SMEs. The data were transcribed, and analysis using thematic analysis to extract recurring patterns, the result of this process is the thematic framework in Table 4.2 which comprises of pragmatic platform selection, the Hub- Reality Asymmetry, infrastructure tax and the post-graduation resource cliff. Overview of Data Analysis Process The total of semi-structured in –depth interviews conducted with the SME managers operating in the Lagos Island LGA who have completed formal business incubation programs in Lagos State. In this study, participants are referred to as P1 to P40.The data was transcribed and analyzed using thematic analysis to extract recurring patterns, however, saturation was achieved by the 28th interview, and the remaining 12 interviews confirmed the established thematic framework. The data transcribed and analyzed using thematic analysis to extract recurring patterns. Demographic and Operational Profile of the Participants The 40 participants cut across the two distinct economic identities of Lagos Island L.G.A, the traditional retail/ wholesale trading clusters such as Balogun, Idumota and modern tech enabled services (e.g Marina/ Broad Street axis) Participant Code Range Core Sector Primary Market Location Predominant, Pre- incubation Marketing Mode P1-P18 ( 18 Firms) Apparel, Textiles and Fashion Retail Idumotal and Balogun Traditional Foot-traffic and word of mouth P19-P28 (10 Firms Cosmetic, Beauty and consumer goods Idumota Market Physical product display and wholesales agent P29-P35 (7 Firms) Electronics and Gadget retail Broad axis Direct flyers and physical storefront P36 –P40 (5 Firms) Tech Enabled Model Services Marine axis Social media (rudimentary / unstructured Presentation and Analysis of Emerging Themes Four meta-themes emerged from the transcripts of the 40 interviewees, directly addressing the research objectives. Theme 1: The Hub- Reality Asymmetry The theme captures the psychological and structural gap between the controlled, fully provisioned environment of the incubator and the messy operational reality of Lagos Island market structures. P-ISSN 2695-186X Sub- theme 1.1: Artificial Comfort vs. Operational Chaos. Participants noted that while digital tools felt intuitive within the incubators high – speed Wi-Fi and air- conditioned spaces, implementing them in real – world stalls caused severe mental friction. “In the hub workplace, creating video content felt seamless. However, when you return to Balogun market, you are running your business under intense noise, heat and physical distruption. The mental space to sit down and script a digital marketing campaign is not there during peak trading hours. (P6, Apparel Retailer). Sub- theme 1.2: Shift from Transactional to Relationship Marketing. Despite the friction, 34 participants acknowledged that mentorship successfully broke their reliance on passive foot- traffic, forcing them to conceptualize value – driven digital branding. Theme 2: Pragmatic Platform Selection & The trust Deficit (Emergence 40 out of 40 participants) When moving from theory to practice, the 40 participants aggressively filtered the platforms taught at the incubators based on consumer trust behaviours and data efficiency. Sub-theme 2.1: The Dominance of WhatApp Business and Instagram, rather than building complex websites or running abstract Google Ads, participant overwhelmingly chose interactive, relationship – driven channel “The incubators taught us about SEO and building e-commerce website, but on Lagos Island , customers do not buy from websites, they buy from people they trust , I chose Instagram as my digital showroom and WhatApp Business as my closing table. WhatApp allows me to send real-time videos of fabric to prove I am not an internet scammer. (P14, Textile Vendor) Theme 3: Hyper – Local Socio – Economic Friction This theme details the micro- environmental bottleneck unique to Lagos Island LGA that heavily undermine the digital marketing taught in incubators. Sub- theme 3.1: Infrastructure Tax (Power and Data Volatility). The steep cost of internet data subscriptions and alternative fuel for generators emerged as a massive tax on consistency. 'Consistency requires constant uploading. With data costs rising so fast, uploading high- definition reels or doing product video shoots daily burns through my profit margins. If grid power is out, the noise of my small generator ruins my voiceovers for social media.' (P22, Cosmetics Wholesaler) • Sub-theme 3.2: The Digital-Physical Disconnect in Logistics. Successful digital marketing generates off-island orders, which immediately crash into the physical congestion of Lagos Island transport bottlenecks. 'Your Instagram ad can be highly successful, but if the dispatch rider gets trapped in Lagos Island gridlock for three hours, the customer gets angry and cancels the order. Physical logistics often kills the trust we build digitally.' (P31, Electronics Retailer) Theme 4: Post-Incubation Isolation and Need for Cluster – Based Support (Emergence: 35 out of 40 participant) Participants expressed a uniform feeling of abandonment upon graduating from their programs, noting that incubators operate with a tech-startup bias that ignores traditional retail commerce models • Sub-theme 4.1: The Post-Graduation Resource Cliff. P-ISSN 2695-186X 'The moment your cohort ends, the support stops. We don’t need more theoretical classes on brand equity. We need incubators to set up physical or digital cooperatives right here inside the market hubs, where graduated traders can pool funds for bulk data or share a unified, subsidized logistics hub.' (P39, Modern Service Entrepreneur) Discussion of Findings The results of this research support the fact that business incubators foster digital marketing platform adoption among small and medium scale enterprises in Lagos Island LGA. Based on the answers to the interview, it was clear that most business managers’ business incubators foster the adoption of digital marketing platforms in Lagos Island. This is consistent with the findings of Chetouane Hania (2023), that digital business incubators under the influence of digital incubation centers in Qatar, have the significant impact on the success of startups, fostering innovation, providing resources, mentorship, and a collaborative environment. Likewise, Esin et al., (2025), this study pointed out that incubators significantly strengthen the positive impact of dynamic capabilities on startup performance. These studies support the current findings that business incubators are not only the driver of business growth but they foster the adoption of digital marketing platform adoption in the highly competitive environment of Lagos Island. Conclusion and Recommendations This research examined how business incubators contribute to the adoption of digital marketing platforms by MSMEs in the rapidly changing, highly competitive commercial environment of Lagos Island LGA. The qualitative results indicate a distinct divergence, which is termed Hub- Reality Asymmetry, between the well-organized, resource-abundant setting of business incubators and the unpredictable, infrastructure-challenged conditions of conventional markets like Balogun and Idumota. Though incubators effectively guide entrepreneurs from relying on passive, foot- traffic-driven approaches to embracing value-oriented digital branding, mere standardized technical training falls short. To thrive after leaving the incubator, entrepreneurs abandon intricate, data-intensive strategies like customized e-commerce websites and advanced technical SEO in favor of more practical, relationship-focused approaches specifically WhatsApp Business and Instagram. These platforms function as digital exhibition spaces and tools for building trust, directly addressing the local consumer 'trust gap' through immediate video interactions and personal connections. Therefore, if the issues of resource scarcity faced after graduation and local environmental challenges (like the 'infrastructure tax' related to power instability and data fluctuations) are not tackled, standardized incubation programs that do not cater specifically to individual needs may lead to the development of skills that only last temporarily instead of fostering enduring market resilience. Based on the empirical insights and structural frictions identified, the study recommends that managers of incubators ought to move away from expensive, data-heavy digital methods such as intricate Google Ads or complicated website development .Instead, the focus of training should be on efficient, low-data social commerce systems (for instance, sophisticated WhatsApp Business APIs, automated catalog management, and localized mobile video marketing) that cater to the specific buying patterns of consumers on Lagos Island. To avoid entrepreneurs facing a 'resource gap' after completing their programs, incubators ought to collaborate with local governmental bodies to set up decentralized, solar-powered micro-work facilities or communal digital kiosks right in high-density market areas like Balogun and Idumota. P-ISSN 2695-186X Additionally, Administrators of incubators should shift away from costly, data- intensive digital strategies such as elaborate Google Ads or complex website creation. Instead, training prioritize effective, low-data social commerce solutions (for example, advanced WhatsApp Business APIs, automated catalog management, and localized mobile video promotions) that align with the buying behaviors of consumers on Lagos Island. To prevent entrepreneurs from encountering a 'resource gap' upon program completion, incubators should work alongside local government entities to establish decentralized, solar- powered micro-work hubs or community digital kiosks situated in densely populated market regions like Balogun and Idumota. These hubs would provide graduates with affordable, temporary access to high-speed internet and technical support services. P-ISSN 2695-186X References Adebayo, A. A., Kareem, T. S., & Ogunremi, D. G. (2026). Intensive incubation in a volatile ecosystem: Empirical evidence of business incubation and start-up performance in Nigeria. FUOYE Journal of Accounting and Business Finance, 1(1), 12–28. Adeniyi, C. S., Adeyemi, A., Hameed, O. A., & Kolawole, R. (2024). Digital marketing adoption among SMEs in Lagos State, Nigeria. Journal of Digital Business and Marketing, 5(1), 45–58. Adeniyi, C. S., Adeyemi, A., Hameed, O. A., & Kolawole, R. (2024). 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