Influence of online advertisement on profitability of small scale businesses in Calabar Metropolis, Cross River State, Nigeria
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Abstract
The study empirically examined the influence of online advertisement on profitability of small scale businesses in Calabar Metropolis, Cross River State, Nigeria. The study adopted a survey research design, and a sample of 289 was drawn from the population of 300. The Reliability co-efficient, ranged from 0.7 to 0.83. Simple liner regression was used in testing the hypothesis on which the study was anchored. The findings made by the study from which data was collected using a structured questionnaire. The research revealed that, there is a significant relationship between online advertisement and profitability of small scale businesses in Calabar metropolis. It was therefore concluded that online advertisement communication tools have enabled small scale businesses to advertise their products and services to the general public through the use of online advertisements mediums such as: Instagram, WhatsApp, Facebook and twitter. The findings of the result showed that online advertisement has a significant influence on the profitability of small scale businesses in Calabar Metropolis. The research recommended that small scale businesses in Calabar Metropolis should ensure that they have the required funds to carry out online advertising on Instagram and Facebook because the cost of advertising on these platforms ranges from five dollars to five hundred dollars depending on the quality of advertisement before venturing into it
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