This empirical study examines the influence of online marketing on the growth and development of Small and Medium Enterprises (SMEs) in Ugep, Cross River State, Nigeria. Using a structured questionnaire administered to 150 SME owners and managers, the research investigates how online marketing adoption affects business performance, customer reach, and competitive advantage. The findings reveal that online marketing significantly enhances SME development through expanded market access, improved customer engagement, and cost-effective promotional strategies. However, challenges such as limited digital literacy, poor internet infrastructure, and inadequate financial resources constrain optimal utilization. The study recommends targeted digital skills training, infrastructure development, and policy support to maximize the benefits of online marketing for SME growth in the region.
EFFIOM OWOR, O. (2026). THE IMPACT OF ONLINE MARKETING ON THE DEVELOPMENT OF SMALL AND MEDIUM ENTERPRISES IN UGEP, CROSS RIVER STATE. Federal College of Education, Obudu Journal, 3(3), 50–65.
EFFIOM OWOR, OWOR. "THE IMPACT OF ONLINE MARKETING ON THE DEVELOPMENT OF SMALL AND MEDIUM ENTERPRISES IN UGEP, CROSS RIVER STATE." Federal College of Education, Obudu Journal, vol. 3, no. 3, 2026, pp. 50–65.
OWOR EFFIOM OWOR. "THE IMPACT OF ONLINE MARKETING ON THE DEVELOPMENT OF SMALL AND MEDIUM ENTERPRISES IN UGEP, CROSS RIVER STATE." Federal College of Education, Obudu Journal 3, no. 3 (2026): 50–65.
EFFIOM OWOR, O. (2026) 'THE IMPACT OF ONLINE MARKETING ON THE DEVELOPMENT OF SMALL AND MEDIUM ENTERPRISES IN UGEP, CROSS RIVER STATE', Federal College of Education, Obudu Journal, 3(3), pp. 50–65.
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