Disruptive Marketing Strategy and Sales Growth of Small and Medium Scale Enterprises in Taraba State

• Author(s): Samoyare Therung Fidelis ; Elam Elijah Dorboh ; Rufai Timon Maisamari ; Jacob Eli
• Paper ID: 1709090
• Page: 682-691
• Published Date: 16-06-2025
• Published In: Iconic Research And Engineering Journals
• Publisher: IRE Journals
• e-ISSN: 2456-8880
• Volume/Issue: Volume 8 Issue 12 June-2025

Abstract

Disruptive Marketing Strategy and sales growth of Small and Medium Scale Enterprises In?Taraba State. The Specific objectives are; i) to determine the effects of content marketing on small and medium scale enterprises growth in Taraba State, ii) to find out the types of social media?and viral campaign strategies adopted by small medium and scale enterprises in Taraba State as well as to examine their influence over market powerful, and iii) to ascertain the impact of influencer marketing on growth of small and medium scale enterprises in Taraba State. The study was?based on theory of disruptive innovation. The study also employed a research design which was descriptive research design?and it was used to carry out study with a target population of top 8 small and medium enterprises registered and operating in Jalingo LGA. The study concentrated only on the high 8 SMEs as?they should have structured marketing programs, marketing personnel, social media policy and influencer marketing. Purposive sampling technique was used and the study sampled a population of 264 respondents among the top 8 small and medium?enterprises. The information?to be used in the analysis was obtained from the questionnaires prepared by the researcher as the instrument of the study. Primary data?was recorded by means of a structured questionnaire with close-ended items. The collected data were analyzed for completeness and accuracy, and also coded in a Statistical Package for Social Sciences (SPSS) Version 25. The analysis of the data employed both descriptive and inferential statistics, with the findings displayed in tables and figures. The regression analysis was employed to validate the research hypotheses. The analysis results indicated that disruptive marketing (contentment marketing, social media and viral campaigns, and influencer marketing) have positive, significant, and combined effects on the growth of SMEs, with coefficients and p-values of ?1 0.850= (p-value <0.000), ?2 0.854= (p-value <0.000), and adjusted. R2 = 0.718. And ?3 0.789= (p-value <0.000) with F-stat=5.943 (0.000) and adj. R2 = 0.605. Hence, it is concluded that the growth of SMEs can be attained through content marketing, social media, viral campaigns, and influencer marketing. It is advised that SMEs in Taraba State embrace content marketing, social media, viral campaigns, and influencer marketing in all their transactions to foster growth in profitability and expand their market share.

Keywords

Disruptive Marketing, Content Marketing, Social Media and Viral Campaign, Influencers’ Marketing, SMEs Sales Growth.

Citations

IRE Journals:
Samoyare Therung Fidelis , Elam Elijah Dorboh , Rufai Timon Maisamari , Jacob Eli "Disruptive Marketing Strategy and Sales Growth of Small and Medium Scale Enterprises in Taraba State" Iconic Research And Engineering Journals Volume 8 Issue 12 2025 Page 682-691

IEEE:
Samoyare Therung Fidelis , Elam Elijah Dorboh , Rufai Timon Maisamari , Jacob Eli "Disruptive Marketing Strategy and Sales Growth of Small and Medium Scale Enterprises in Taraba State" Iconic Research And Engineering Journals, 8(12)