Title: Utilization Of E-Marketing Skills For Small Business Enterprises Operations In Yenegoa Metropolis, Bayelsa State
Authors: Oyadongha Diseye Juliet
Volume: 10
Issue: 4
Pages: 193-199
Publication Date: 2026/04/28
Abstract:
The study examined the level of utilization of e-marketing skills in the operations of small business enterprises in Yenagoa Metropolis, Bayelsa State. A descriptive survey research design was adopted to guide the study. The research was directed by two research questions and two corresponding hypotheses. The population comprised all small business managers in Yenagoa Metropolis, from which a representative sample of 200 managers was drawn. Data were collected using a self-structured questionnaire, validated by experts, with reliability confirmed through Cronbach's Alpha, yielding a coefficient of 0.87. Mean and standard deviation were used to answer the research questions, while hypotheses were tested using independent sample t-tests at a 0.05 level of significance with SPSS version 26. Findings revealed that the extent of utilization of Search Engine Optimization (SEO) and Social Media Marketing (SMM), among small business managers, was generally low. Furthermore, significant gender differences were observed in the utilization of SEO, while no significant gender differences were found in SMM. The study concluded that e-marketing skills are underutilized in supporting the growth and operational efficiency of small businesses in Yenagoa Metropolis. It was recommended that small business owners, educators, and policymakers should provide training and capacity-building programs to enhance the acquisition and effective application of these skills for improved business performance.