Christian Ehiobuche

This study aims to analyze digital marketing adoption among micro and small enterprises (MSEs) operating in Lagos State, Nigeria. This state was chosen because it was the worst hit by the COVID-19 pandemic regarding the reported number of infections and it has a large concentration of MSEs. There is no doubt that the COVID-19 pandemic brought changes to how businesses operate. It succeeded in pushing business owners into adopting new business strategies, all in the bid to adapt to the reality of the pandemic and the associated changes. The cross-sectional survey design was adopted; data were collected through an online survey of 240 MSEs operating in Lagos State. The results show no substantial increase in digital marketing adoption during the pandemic relative to the pre-pandemic era. The findings, however, reveal that digital marketing use differed significantly according to sector and size before and during the pandemic. No changes were found in digital marketing adoption in the information technology and finance sectors, while a decline in digital marketing adoption was reported in the hospitality sector. On the other hand, there was a rise in the use of digital marketing during the pandemic in the agriculture and manufacturing sectors. These findings provide an empirical managerial perspective establishing the link between reality and theoretical business underpinnings.

A dominant strand of literature advances a positive association between corporate governance quality and investor confidence. However, the corporate life cycle may influence the relationship. Therefore, this study investigated the moderating role of the corporate life cycle in the association between corporate governance quality and investor confidence in the Nigerian banking industry. Corporate governance quality was proxied using a composite measure of board characteristics comprising board size, board meeting, independence, and board gender diversity, while investor confidence was proxied using the price-earnings ratio. Secondary data were obtained from the audited annual financial statements of 12 banks from 2006 to 2021. The study adopted a pooled regression model based on the results of Hausman, and the Breusch and Pagan Lagrangian multiplier test. The results showed that corporate governance quality positively and significantly impacted investor confidence at the introduction (coef = .318, p = 0.017) and decline (coef = 383, p = 0.011) phases of the life cycle. Banks at the introduction and decline phases of the life cycle were characterized by a narrow resource base, low profitability, and higher risky investments sufficient to attract investor confidence. The study concludes that corporate governance quality enhanced investor confidence at the introduction and decline phases of the banks’ life cycle.