Journal of Economics and Management Volume 20, No. 1 March, 2024

Digital Marketing and Internationalization of Small and Medium-sized Agricultural Exporters

Edim Eka James

Department of Marketing, University of Calabar, Nigeria

Inyang Bassey Inyang

Department of Marketing, University of Calabar, Nigeria

Abstract

This study examined digital marketing and internationalization of small and medium-sized agricultural exporters. The purpose of this paper was to explore the effects of social media marketing, email marketing, search engine marketing and mobile marketing on the internationalization of small and medium-sized agricultural exporters. We adopted cross-sectional survey research design. Using a structured questionnaire survey, we obtained primary data from 348 respondents. Using regression analysis and descriptive statistics, the data obtained were analyzed and interpreted. We found that digital marketing could significantly improve the internationalization of small and medium-sized agricultural exporters in Nigeria. We also found that social media marketing, email marketing, search engine marketing and mobile marketing had significant positive effects on the internationalization of small and medium-sized agricultural exporters. Based on the findings, the study suggested that digital marketing (social media, email, search engine and mobile marketing) can provide a unique and cost-effective outlet for intending agricultural SMEs to seek out partners, and build robust networks that extend their ability to get their products to foreign markets effectively.

Keywords：Digital Marketing, Mobile Marketing, Internationalization, Social Media Marketing, Email Marketing, Search Engine Marketing

JEL Classifications：M31, M3, M0

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