Digital Marketing and Entrepreneurship Development of Small and Medium Scale Enterprises in Enugu State, Nigeria

The study centred on digital marketing and entrepreneurship development of SMEs in Enugu State, Nigeria. It also ascertained the influence of social media marketing on SMEs business growth rate and determined email marketing on SMEs business growth rate in Enugu State. Descriptive survey research design was adopted with 303 SMEs sampled through a multistage sampling method. Instrument for data collection was a structured questionnaire, thoroughly validated and its reliability (0.83) confirmed via Cronbach’s Alpha statistical tool. Data were analyzed descriptively in mean and standard deviation based on a 5-point Likert scale through SPSS (23). The formulated hypotheses were tested using inferential statistics of linear regression analysis to determine their significance. The findings revealed that social media marketing [r² = 0.500, f = 0.206, p < 0.05] and email marketing [r² = 0.601, f = 0.732, p < 0.05] had significant positive influence on SMEs business growth rate in Enugu State. SMEs are encouraged to design structured social media strategies to increase visibility and market presence. This can be achieved through continuous digital marketing training and active customer engagement online. SMEs should adopt personalized email campaigns to foster customer loyalty and drive sales. This can be accomplished by implementing CRM tools and automated email communication management systems effectively.