PROPOSAL ON FACTORS INFLUENCING ADOPTION OF E-MARKETING BY SMALL AND MEDIUM ENTERPRISES (SMES) IN THE FASHION INDUSTRY IN LAGOS STATE

Abstract

In a heterogeneous society like Nigeria, organizations need to develop competitive advantages through the effective utilization of marketing channels; electronic marketing has been viewed as the new order when it comes to marketing medium. The study complements existing literature and research by examining factors that assist in the adoption of electronic marketing by SMEs in the fashion industry in Lagos state.  The research philosophy and the philosophy taken for this research is a pragmatist research philosophy. The researcher also adopted the deductive and inductive research approach to the study as it is suitable for objective analysis of observation and interview, Primary data was collected using a quantitative research technique through the use of a structured questionnaire. A purposive sample of 10 SMEs were drawn within Lagos metropolis. A five-dimensional structure, pertinent to the understanding of SMEs decisions to adopt e-marketing technology was established. Perceived ease of use (PEOU), external pressure, mission, job performance, resource availability and compatibility were found to be significant drivers of e-marketing adoption. The analysis present marketers with strategies to amplify Internet technological adoption.

STRUCTURAL PLAN OF THE STUDY

This research work on; factors influencing adoption of e-marketing by small and medium enterprise (SMEs) in the fashion industry in Lagos state. The structural plan for the study is split into sections or chapters, which shall be encapsulated under the following sub-category; research problem, research objective clearly stated, the state of the phenomena under study, theoretical review, research hypotheses, research onions which comprise of: research philosophy, research approach, research strategy, choice of research, time frame, research technique and research instrument, source of data, research sampling, reliability of instrument of data collection and reliability and validity of the instrument, time frame for the completion of the study and conclusion.

STATEMENT OF THE PROBLEM

E-marketing is gradually gaining prominence as a tool for competition in Nigeria. The Internet is the fastest growing technology in the world, taking approximately seven years to reach a 25% market share from its conception, in contrast to the telephone that took 35 years, and the television which took 26 years (Singh, 2002). Despite the growing consciousness and enthusiasm for electronic marketing, only a few SMEs are exploiting its substantial benefits (Awa et al., 2010). Moreover, there is insufficient evidence of long-term strategic development of e-marketing technologies within SMEs in the fashion industry in developing countries that are already employing the systems especially in Lagos. In Nigeria, e-marketing diffusion is rather slow but steady (Awa et al., 2010); Cloth and dress have been described as a mirror of the culture of the people in any society (Perani and Wolff, 1999: 25). The fashion tides changes from time to time, one is never exactly sure but when it does it makes itself obvious. In Nigeria the fashion tide probably changed for the best about seven years ago and we are in love with the change although fashion really boomed all over the world in 2014, this year there was just too many great styles and of lately things became much more pronounced.

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