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Saratu Yakubu Haruna

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Review Open access Oct 2026

Entrepreneurial Marketing and Marketing Performance through Digital Marketing Capabilities of Small and Medium Enterprises in Nigeria

This study examines the relationship between entrepreneurial marketing orientation (EMO) and marketing performance, as mediated by digital marketing capabilities (DMC), among small and medium enterprises (SMEs) in north-western Nigeria. Grounded in the Resource-Based View and dynamic capabilities framework, the researc...

M. Badamasi, Fatima Shehu Giwa, Saratu Yakubu Haruna · 0 citations

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