Impact of Electronic Marketing on the Performance of Some Selected Small and Medium Enterprises of Northern Nigeria

SME’S performance has become the major area of research for scholars across the globe, given the fact that, it has become a contemporary apparatus of everyday business life.  Electronic marketing however is something that businesses simply can’t do without it. That makes Electronic marketing to become Transformation Avenue for establishments to connect, market, and withstand their processes. Its capability to improve commercial performance has pinched important consideration from intellectuals and experts globally. Investigation shows that e- marketing   offer unique prospects for small and medium- enterprises (SME’s) to improve value creation, build business connections, and enhance sustainability outcomes (Bruce et al., 2022). This study discovers the impact of e-marketing usage and strategies in improving the performance of some selected SME’S on some part of Northern Nigeria.  underwriting to  increasing  the frame of works that try to find  and  report gaps on how e-marketing   influences SME’S performance in Northern Nigeria. Past literatures indicated few studies where done to examined social media in develop and under develop Nations. The population of this study consisting 516 SME’S and was divided in to three (3) states (kano, kaduna and jigawa states). The study adopted the use of the stratified sample of 600 questionnaire that are distributed to the SME’S. 494 questionnaires have retuned and were usable for data analysis using SPSS 23.0 Version of reliability tests and the Cronbach alpha coefficient test. The finding reveals that the practice of e-marketing is significant on performance of SME’S IN northern Nigeria. Further findings were significant to SME’S and small business owners in enhancing the practicability / usage in practicing Electronic marketing. The study recommends and suggest that SME’S should improve and expend e-marketing practices that will help them achieve their objectives, and increase market share in order to increase and boost their performance. Key Terms; E-marketing, Marketing Performance, SMEs, profitability, market share, and Company.