The mediating role of digital marketing on entrepreneurial marketing and small and medium sized enterprises performance: A conceptual paper

Abstract

Small and medium sized enterprises (SMEs) play an important role in the development of nation’s economies. However, they continue to suffer poor growth and lack efficiency in their activities. These has been attributed to their poor marketing programmes among other myriad of challenges bedeviling their performance. This paper seeks to propose a framework on the mediating role of digital marketing on the impact of entrepreneurial marketing on SMEs performance. A review of relevant literatures was conducted to determine the relationships between the variables of interest. A conceptual framework is proposed in the study along with propositions that seek to explain the relationship among the variables. The framework can be used by future studies to empirically verify the assertions of the study.