The Moderating Role of Firm Size on the Relationship between Entrepreneurial Marketing and SMEs Performance in Bauchi State, Nigeria.

Abstract

The research investigates the modifying role of a business's size on the connection between entrepreneurial marketing and SMEs' performance in Bauchi state. The exact goals were to: study the sway of pro-activeness on SMEs’ performance; investigate the sway of value creation on SMEs’ success; evaluate the modifying role of a business's size on the connection between proactiveness and SMEs’ performance; and identify the moderating role of a firm's size on the connection between value creation and SMEs’ performance in Bauchi state, Nigeria. The survey research obtained data using a five-point Likert-scale questionnaire, and the study population was 1,171 registered SMEs in Bauchi state. Following establishing a sample size of 298 using Taro Yamane's (1967) formula, questionnaires were sent to the managers or owners of the SMEs. Proactiveness (p-value: 0.004), value creation (p-value: 0.000), and firm size (p-value: 0.032; 0.003) all had a positive and significant impact on the performance of SMEs in Bauchi State, according to the study's findings, which were derived from a SEM analysis of the respondents' data using the Smart-PLS software version 4.1. The study concluded that entrepreneurial marketing strategies have statistical significance for the performance of SMEs in Bauchi State, Nigeria, and therefore recommends, among others, that SME owners and managers should always consider firm size when adopting entrepreneurial marketing strategies because firm size moderates the effect of proactiveness and value creation on SMEs performance in Bauchi State.