Digital advertisement and the growth of small- scale business in Kaduna South Local Government, Kaduna State, Nigeria

Abstract

Small-scale businesses are drivers of economic development across the globe, including Nigeria. They play a significant role in job creation, fostering innovation, and contributing to overall economic growth. The objective of the study is to determine how digital advertisement influence the growth of small-scale business in Kaduna south local government, Kaduna state. The sample size of 385 respondent were choosing using the confidence interval (Z-score) approach, descriptive statistic was used to analyse the data while multiple regression with the aids of spss version 26 was used to test the hypothesis. The finding of the study reveals that digital advertisement has a positive and significant influence on small-scale business. The study concluded that social media platforms, and search engine optimization, has a significant positive influence on the growth of small-scale business in Kaduna south local government. It is recommended that small-scale business should enhance digital marketing capacity with emphasis on search engine optimization and adopt structured and sustainable social media Strategies