Department of Marketing

This study concentrated on Benin City's microbusiness growth and digital marketing. Four hundred (400) small business owners in Benin City were the study's target respondents. The same number of questionnaires were distributed to them, and all of them were fully retrieved and filled out. This resulted in an impressive 100.0% response rate, ensuring that the subsequent analyses are based largely on respondent input. The following are some of the conclusions drawn from the empirical investigation: in Benin City, Nigeria, it was shown that affiliate marketing significantly influences the expansion of small and medium- sized firms; also, the analysis showed that there is no relationship between viral marketing on the growth of small and medium-sized businesses in Benin City, Nigeria. It was discovered that, in Benin City, Nigeria, email marketing has little bearing on the expansion of small and medium-sized enterprises. The analysis showed there is a significant relationship between social media marketing and the expansion of small and medium-sized businesses in Benin City, Nigeria, and the study found a significant relationship between online advertising and small and medium-sized business growth in Benin City, Nigeria

The purpose of this study was to ascertain the relationship between advertising and brand exposure of consume products in Benin City, Edo State. The study covered a sample size of three hundred and eighty-five (385), of which same number of questionnaires was distributed, retrieved and used for data analysis. The findings arrived at after the empirical analysis including the following: that print media advertising has a significant influence on brand exposure of consumer products in Benin City, Edo State, outdoor billboard advertising does not have a significant impact on brand exposure of consumer products in Benin City, Edo State, electronic media advertising (television and radio) does not significantly affect brand exposure of consumer products in Benin City, Edo State and online advertising significantly influences brand exposure of consumer products in Benin City, Edo State. Based on these findings it was recommended that: Businesses should look to creatively integrate their advertisements in popular local print media outlets and consider sponsorship opportunities for sections most read by their target demographics, companies should re-evaluate the cost-effectiveness of continuing heavy investments in billboards compared to other more impactful advertising methods, companies should consider this shift and perhaps divert funds from traditional electronic media to more contemporary digital channels that resonate more with the audience and companies should develop a strong online presence will also support brand recognition and loyalty, crucial for consumer-driven markets