Investigating Web Based Marketing in the Context of Micro and Small-Scale Enterprises (MSEs): A Decision Tree Classification Technique
InSITE 2015 • 2015 • pp. 013-028
This paper presents the findings of an exploratory study of web based marketing (WBM) usage predictor variables in the context of micro and small-scale enterprises (MSEs). By means of a cross-sectional field study, a structured questionnaire was used to elicit responses from 267 enterprises situated in the South East Region of Nigeria. The main rationale for this study is to provide a vivid description of pertinent variables that are most likely to influence an enterprise’s consideration of the relevance and/or implementation of WBM. Against this backdrop, the authors used the decision tree classification technique of data mining to build a predictive model. One of the interesting findings in this study seems to show that service-oriented enterprises that have a social media presence and are equally headed by highly educated women have a higher proclivity of engaging in WBM. By and large, our findings provide an understanding of idiosyncratic factors that impact on WBM non (usage) by enterprises. Lastly, our findings have implications for practitioners and policy makers in developing countries, particularly that of Nigeria.
decision tree classification technique, developing country, Internet, micro and small-scale enterprises (MSEs), Nigeria, social media, web based marketing (WBM)
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