The Mediating Role of E-Price on The Relationship between E-Marketing and Sales Performance: An Empirical Study of Small and Medium Sized Enterprises in Nigeria
| المؤلف الرئيسي: | Abdulazeez, Adeyemo Dolapo (Author) |
|---|---|
| مؤلفين آخرين: | Bin Mohamed, Humam (Advisor) |
| التاريخ الميلادي: |
2017
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| موقع: | كوالالمبور |
| التاريخ الهجري: | 1438 |
| الصفحات: | 1 - 171 |
| رقم MD: | 996485 |
| نوع المحتوى: | رسائل جامعية |
| اللغة: | الإنجليزية |
| الدرجة العلمية: | رسالة ماجستير |
| الجامعة: | جامعة المدينة العالميه |
| الكلية: | كلية العلوم المالية والإدارية |
| الدولة: | ماليزيا |
| قواعد المعلومات: | Dissertations |
| مواضيع: | |
| رابط المحتوى: |
الناشر لهذه المادة لم يسمح بإتاحتها. |
| المستخلص: |
This research work is aimed to find out the Mediating Role of E-Price on the Relationship between E-Marketing and Sales Performance. Small and Medium Enterprises with an Online Platform was chosen because of the complexity and the amount of data needed to be process in other to get a true picture of the Mediating Role of E-Price on the Relationship between E-Marketing and Sales Performance of Small and Medium Enterprise's and as well to other organization. The primary aim of this study was to discover the impact of Electronic Marketing Mix (E-Product, E-Price, E-Promotion and E-Place/Distribution) on Sales Performance. A total of 217 respondents were selected for this study using the simple random sampling method and 169 completed response was used for this study. The survey questionnaire was designed to collect data from respondents and SPSS version 21 was used to analyze the data. The result of the study shows that there is a direct and significant relationship between the E-marketing mix "E-Product, E-Promotion, E-Place/Distribution and E-price (which serves as the mediating variable)" on Sales Performance of Small and Medium Sized Enterprise in Lagos Nigeria. Considering the major findings from the research, it is recommended that; Due to the competitive nature of the industry the Owners or marketing managers of Small and Medium Sized Enterprise must develop and formulate additional marketing programs that will fit-in with their firms Online platform. It is recommended that for a more distinguished and effective response from the customer, other forms of a sound, strong and effective online marketing should also be used. |
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