E-marketing Strategies and Financial Sustainability of Female-owned Service Enterprises in Akwa Ibom State
Year: 2026
Type: article
Abstract: This study examined the influence of e-marketing strategies on the financial sustainability of female-owned service enterprises in Akwa Ibom State. Despite the increasing availability of digital technologies, many women entrepreneurs still experience challenges in leveraging social media, email, and mobile marketing to enhance business viability. Drawing on the Technology Acceptance Model (TAM), Resource-Based View (RBV), Diffusion of Innovation (DOI), and Relationship Marketing Theory (RMT), the study explored how these digital tools contribute to stable revenue generation, improved customer engagement, and long-term financial performance. Using a quantitative survey design, data were collected from female-owned service enterprises across the state and analyzed using regression techniques. Findings of the study showed significant positive relationships among social media marketing, email marketing, and mobile marketing, each exerting significant positive effects on financial sustainability. The study concludes that effective adoption of e-marketing strategies enhances visibility, strengthens customer relationships, and supports long-term business survival. It recommends capacity-building programmes to improve digital skills, as well as policy support to promote wider digital adoption among female entrepreneurs in the service sector.
Institutions: University of Uyo, Akwa Ibom State University
Language: English
Subfield: Demography
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7127325555
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