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Abstract

This research paper examined the role of e-Marketing for sustainable growth and development in Nigeria. It determined e-Marketing strategies, especially online marketing strategies for sustainable growth and development in Nigeria. The simple random sampling method was used to draw the sample for the study. The total sample used was 600 entrepreneurs of which 586 copies of the questionnaires were retrieved. The instrument for data collection for this study was a questionnaire with a four-point Likert-scale format of Strongly Agreed 4 points (SA), Agreed 3 points (A), Disagreed 2 points(D), and Strongly Disagreed 1 point (SD). Data collected were analyzed using mean and standard deviation. The hypotheses were tested using t test. The decision rule was that any of the responses from 2.5 and above is accepted while any response below 2.5 is not accepted. The result of the findings showed that there is significant difference between e-Marketing prospects on growth and development in Nigeria since the t-calculated value of 8.08 is greater than the t-critical value of 2.13 indicating that there is significance with p-value (0.0006) at 0.05 level of significance. The result of the findings also showed that there is significant difference between e-marketing challenges on growth and development in Nigeria based on the fact that the t-calculated value of 10.30 is greater than the t-critical value of 2.13 indicating that there is significance with p-value (0.0003) at 0.05 level of significance. It was concluded that e-Marketing is a vital tool for the entrepreneur in the modern world of technology and e-Marketing is very significant to entrepreneurs, buyers and customers. It was recommended that online advertisement should be encouraged since it helps to make your goods and services known to people both far and near and it is generally paid for on a cost per acquisition (CPA) basis.

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