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

References

[1] Anthony, S. D., Johnson, M. W., Sinfield, J. V., & Altman, E. J. (2018). Innovator's Guide to Growth: Putting Disruptive Innovation to Work. Harvard Business School Press.

[2] Antwi, S.K. and Hamza, K., 2015. Qualitative and Quantitative Research Paradigms in Business Research: A Philosophical Reflection. European Journal of Business and Management, Vol.7, No.3, pp.217-225.

[3] Babbie, E. and Mouton, J., 2012. The practice of social research. Cape Town: Oxford University Press South Africa.

[4] Bennett, G., 2019. Snapshot of digital transformation in South Africa. [online] Available at: https://businesstech.co.za/news/industry-news/316742/snapshot-of-digital-transformation-in-southafrica/ (Accessed on 8/10/2019).

[5] Berger Jonah (2013) Contagious: How to Build Word of Mouth in the Digital Age.

[6] Brown, B. C. (2020). Customer-Centric Marketing: Supporting SME Growth. Journal of Business Research, 117, 115-128.

[7] Brown, D., & Fiorella, S. (2013). Influencer Marketing: How to Create, Manage, and Measure Brand Influencers in Social Media Marketing. Que Publishing.

[8] Chae, Jiyoung (2021 "Explaining Females' Envy Toward Social Media Influencers." Media Psychology, vol. 24, no. 3, 2021, pp. 297-314.

[9] Chishakwe, DB. & Smith, W. An analysis of the impact of disruptive technology on the success of small and medium enterprises (SMES0 in a developing nation. A case of king Williams Town, South Africa. African Journal of Business management, 2012; 6 (36).

[10] Christensen institute 2022. Disruptive innovation. Retrieved form https://www.christensen institute. Org/keyconcepts/disruptive-innvation-2/

[11] Cresswell, J.W., 2012. Qualitative inquiry and research design: Choosing among five approaches. London, UK: Sage Publications.

[12] Gans, J. S. (2016). The Disruption Dilemma. MIT Press.

[13] Gavin Ashley CHAPMAN (2021) Anticipating the Impact of Disruptive Technologies on SMEs in Kwazulu-Natal: A Case Stud. Expert Journal of Business and Management, Volume 9, Issue 1, Published by Sprint Investify, pp.42-54

[14] Harrison, H., Birks, M., Franklin, R. and Mills, J., 2017. Case Study Research: Foundations and Methodological Orientations. Forum Qualitative Sozialforschung / Forum: Qualitative Social Research, Vol 18, No 1, Art.19. [online] Available at: http://nbn-resolving.de/urn:nbn:de:0114- fqs1701195 [Accessed on 12/12/2019].

[15] Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Moving from Traditional to Digital. Wiley.

[16] Kumar, V., & Reinartz, W. (2016). Creating Enduring Customer Value. Journal of Marketing, 80(6), 36-68.

[17] Mathey, A. (2015). Content Marketing 101: Creative Content Marketing for Canadian Artist and Cultural Organizations. http://bit.ly/1QofA0a

[18] /089UVdefpx€‚”•œ¬­¯¸¹ºÁ h˜gh^~ 5�6�CJOJQJaJh^~ h˜gCJOJQJaJh^~ CJOJQJaJhAHhAH6�OJPJQJ]�hAH6�H*OJPJQJ]�hAHOJPJQJhy!Íhy!ÍH*OJPJQJhAHhy!ÍOJPJQJhAHhAHOJPJQJhy!Íhy!ÍOJPJQJhAHCJ(OJPJQJhUJ0CJ(OJPJQJhAHhAHCJ(OJPJQJefº ¯°56CD¯ííãØõ«««š‚t« [Some characters in this reference could not be displayed correctly — please refer to the published PDF for the full reference.]

[19] „8dë¤^„8gdô$ &F„7„Éýdë¤^„7`„Éýa$gdy!Í$„ñÿdì¤:]„ñÿa$gdAH $¤a$gdAH [Some characters in this reference could not be displayed correctly — please refer to the published PDF for the full reference.]

@article{1709090,
      author = {Samoyare Therung Fidelis, Elam Elijah Dorboh, Rufai Timon Maisamari, Jacob Eli},
      title = {Disruptive Marketing Strategy and Sales Growth of Small and Medium Scale Enterprises in Taraba State},
      journal = {Iconic Research And Engineering Journals},
      year = {2025},
      volume = {8},
      number = {12},
      pages = {682-691},
      issn = {2456-8880},
      url = {https://www.irejournals.com/formatedpaper/1709090.pdf},
      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.},
      month = {June},
  }