Leveraging Big Data For Personalized Marketing In Nigeria'S E-Commerce Landscape: Opportunities And Challenges For Smes
Sodeinde Gbemi Moses, PhD
Department of Business Administration, Precious Cornerstone University, Ibadan, Nigeria.
Oke Oluwakayode David,PhD
Department of Department of Accounting, Precious Cornerstone University, Ibadan, Nigeria
Fasanmi, Olumuyiwa Oladapo, PhD.
Dept. of Entrepreneurial Studies, Bamidele Olumilua University of Education, Science &Technology., Ikere - Ekiti, Nigeria
Oluwaseun Oluwadamilare Oluwasanmi
Department of Business Management, School of Management and Social Sciences,
Akinyemi Kayode Abiodun
Department of Economics, Precious Cornerstone University, Ibadan, Nigeria.
Paul Abolade Ayobami
Department of Business Administration, Precious Cornerstone University, Ibadan, Nigeria
Keywords: Big data, analytic, customer acquisition, opportunity, Challenges, SMEs
Abstract
The rapid growth of e-commerce has intensified the need for data-driven marketing strategies, particularly among small and medium-sized enterprises (SMEs) operating in emerging economies. This study examines leveraging of big data adoption on marketing in Nigeria E-commerce landsacpe, Opportunities and challenges among Nigerian e-commerce SMEs, with a specific focus on customer acquisition effectiveness. Drawing on the Technology Organization Environment (TOE) framework, the study conceptualizes big data adoption across key dimensions, including data collection capability, analytical and interpretive skills, and technological infrastructure readiness. A quantitative research approach was employed, using survey data collected from owners, managers, and marketing personnel of Nigerian e-commerce SMEs. Data were analyzed using appropriate statistical techniques to assess the relationship between big data adoption and marketing outcomes.The findings reveal that big data adoption has a positive but uneven influence on marketing performance. While firms with stronger data collection and analytical capabilities experience improved customer targeting, personalization, and acquisition effectiveness, many SMEs fail to realize significant benefits due to infrastructural limitations, inadequate technical skills, and resource constraints. This study contributes to the literature by providing context specific empirical evidence from Nigeria, a setting that remains underrepresented in big data and e-commerce research. Practically, the findings highlight the need for SMEs to invest not only in data technologies but also in human capital development and organizational readinessReferences
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