Title: IMPACT OF DIGITAL MARKETING OF AGRICULTURAL PRODUCTS BY SMALL AND MEDIUM ENTERPRISES IN GOMBE STATE

Authors:
Ibrahim Abubakar
Shaban Alima Gad & Mary Samuel

Abstract: Abstract The study investigated impact of digital marketing of agricultural products by small and medium enterprises in Gombe State. Two specific research objectives, two research questions with corresponding two hypotheses guided the study. The study adopted descriptive survey research design. The instrument consisted 4 sections; section A-C solicited information about gender, age and experience of the respondents while section D of the instrument solicited information on the impact of e-commerce and social media of agricultural products by small and medium enterprises in Gombe state. Total population for the study was 102 registered SMEs that are in marketing of agricultural products in Gombe State. There was no sampling as the whole population was studied. Cronbach alpha was used to test the reliability of the instrument which yielded 0.79. Pearson Correlation Coefficient was used to test the hypotheses at 0.01 level of significance. The adoption of social digital marketing, especially through social media, and E-commerce, was found to enhance the business performance of agricultural SMEs in Gombe State. This study concluded that adopting digital media marketing as a strategy for business helps in improving the efficiency of agricultural SMEs and must be invigorated by policymakers to guarantee extreme efficiency. Keywords: Digital Marketing, Agricultural Products, Small and Medium Scale Enterprises

Publication Date: 2026-06-04