References
Abdullahi, M. S., Tahir, I. M., Aliyu, R. L., & Abubakar, A. (2015). Strengthening small and medium scale enterprises for poverty alleviation in Nigeria. IOSR Journal of Humanities and Social Science (IOSR-JHSS), 20(6), 101–110. Abdullateef, I., & Salawudeen, A. (2020). Adoption of International Financial Reporting Standards and earnings quality: A differential examination of listed firms in Nigeria. KSU Research Journal of Accounting and Finance, 3(1), 1–15. Abuh, A. (2025). Digital marketing and Generation-Z consumer buying behaviour of Made-in- Nigeria clothes. Abuja Journal of Business and Management, 3(3), 134–146. Adebanjo, O., Olaleye, S. A., & Ojo, O. D. (2020). Digital marketing adoption by small and medium enterprises in Nigeria: Challenges and prospects. Journal of Internet Commerce, 19(3), 315–338. https://doi.org/10.1080/15332861.2019.1681772 Adelakun, B. A., Bature, Y. Y., & Bello, A. T. (2025). Effect of digital marketing practices on consumer behaviour of selected small and medium scale enterprises in Abuja. Abuja Journal of Business and Management, 3(3). https://doi.org/10.70118/ajbam-03-2025-145 Adeoye, I. A., Adesuyi, I. O., Asa, K. J., & Ilesanmi, D. O. (2022). Digital marketing strategies and customer purchase decision among SMEs in Oyo State, Nigeria. Elizade University International Journal of Management, 1(1), 34–44. https://doi.org/10.57000/euijm/2022.0101.03-DM Afolabi, A. (2015). The effect of entrepreneurship on economic growth and development in Nigeria. The Effect of Entrepreneurship on Economic Growth and Development in Nigeria, 3(2), 1–17. Ajayi, T., Adeleke, R., & Oluwaseun, F. (2024). Marketing innovation and performance of SMEs in Oyo Township, Nigeria. Journal of Small Business and Enterprise Development, 31(1), 88–107. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T Armstrong, G., & Kotler, P. (2021). Marketing: An introduction (14th ed.). Pearson. Bollweg, L., Lackes, R., Siepermann, M., & Weber, P. (2020). Drivers and barriers of the digitalization of local owner-operated retail outlets. Journal of Small Business & Entrepreneurship, 32(2), 173–201. https://doi.org/10.1080/08276331.2019.1616256 Chaffey, D., & Ellis-Chadwick, F. (2022). Digital marketing: Strategy, implementation and practice (8th ed.). Pearson Education. Chen, S.-C., & Lin, C.-P. (2022). Understanding the effect of social media marketing activities: The mediating role of social identification, perceived value, and satisfaction. Technological Forecasting and Social Change, 174, 121223. https://doi.org/10.1016/j.techfore.2021.121223 DataReportal. (2024). Digital 2024: Nigeria. https://datareportal.com/reports/digital-2024-nigeria Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340. https://doi.org/10.2307/249008 Eyika, V. A., & Aliyu, A. I. (2026). Digital marketing communications and consumer patronage of Made-in-Nigeria goods: A study of selected small enterprises in FCT-Abuja. British Journal of Interdisciplinary Research, 3(10), 224–249. https://doi.org/10.31039/bjir.v3i10.114 P-ISSN 2695-186X Hidayat, A., Anas, M., & Diwasasri, A. H. A. (2023). Online consumer decision-making in the digital economy: Social media information sharing and purchase influence. Journal of Internet Commerce, 22(4), 501–527. Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203 Igwe, C. N., Adebayo, M. S., Olakanmi, O. A., Ogbonna, I. G., & Aina, O. S. (2013). Promoting wealth and job creation in Nigeria: A review of the role of entrepreneurship. Journal of Sustainable Development Studies, 3(1). Ilesanmi, O. A., & Oyedepo, O. H. (2023). Digital marketing and performance of SMEs in Nigeria. International Journal of Intellectual Discourse , 6(3), 253–264. Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education. Kotler, P., Keller, K. L., & Chernev, A. (2023). Marketing management (16th ed.). Pearson. National Bureau of Statistics , & Small and Medium Enterprises Development Agency of Nigeria . (2021). MSME national survey report 2021. Federal Government of Nigeria. https://www.nigerianstat.gov.ng/pdfuploads/MSMES.pdf Nigerian Communications Commission. (2024). Subscriber/network data, Q1 2024. https://www.ncc.gov.ng/statistics-reports/subscriber-data Oghojafor, B. E. A., Kuye, O. L., & Akinwale, O. A. (2021). Digital marketing and the performance of small and medium enterprises in Lagos, Nigeria. Journal of Promotion Management, 27(4), 521–540. https://doi.org/10.1080/10496491.2020.1857885 Olusanya, B., Ojochide, P., Ivy, J., Joseph, S., & Adebanji, A. (2025). Social media marketing and performance of high-tech brands. International Journal of Innovative Research and Scientific Studies. https://doi.org/10.53894/ijirss.v8i6.10098 PricewaterhouseCoopers. (2024). Building resilience: Strategies for MSME success in Nigeria (MSME Survey 2024). PwC Nigeria. https://www.pwc.com/ng/en/assets/pdf/pwc-msme- survey-report-2024.pdf Rafinda, A. (2021). Business knowledge gaps and digital marketing inefficiency among SME operators: Evidence from Southeast Asia and implications for emerging markets. Journal of Small Business Strategy, 31(2), 45–62. Salawudeen, A., Aminu, I. M., & Salaudeen, M. Y. (2020). Shareholders’ preference and dividend policy: An empirical analysis of listed industrial goods companies in Nigeria. Research Journal of Finance and Accounting, 11(24), 70–80. Salawudeen, A., & Suleiman, U. G. (2018). Human capital accounting and financial performance of listed consumer goods firms in Nigeria. Lapai International Journal of Management and Social Sciences, 10(1&2), 167–182. Strong, E. K. (1925). The psychology of selling and advertising. McGraw-Hill. Theoharakis, V., & Mylonopoulos, N. (2022). The technology acceptance model : Antecedents and consequences. In A. Hanlon & T. L. Tuten (Eds.), The SAGE handbook of digital marketing (pp. 100–117). SAGE Publications. Tuten, T. L., & Solomon, M. R. (2023). Social media marketing (4th ed.). SAGE Publications. U.S. Department of Commerce, International Trade Administration. (2024). Nigeria: Digital economy—Country commercial guide. https://www.trade.gov/country-commercial- guides/nigeria-digital-economy P-ISSN 2695-186X Uzoaku, A. I. E., Adamu, A., Ibrahim, A., & Okeke, C. (2025). Effect of respect and similarity of influencer brand advocates on purchase intention of clothes made in Nigeria. Abuja Journal of Business and Management, 3(4).