Dr. Mohammed Lawal INUWA
Federal Polytechnic Bauchi
Abstract
Digital marketing has emerged as a crucial tool in enhancing supply chain resilience, particularly in the face of global disruptions and climate volatility. This study examines the impact of digital marketing on logistics performance and supply chain resilience in North-East Nigeria, a region characterized by immense agricultural potential and profound security, social, and infrastructural challenges. The results show that digital marketing adoption has a significant positive impact on logistical efficiency, reduces post-harvest losses, and drives market expansion among Small and Medium-sized Enterprises (SMEs) in the region. The study validates the applicability of the Resource-Based View (RBV) and Transaction Cost Economics (TCE) in this post-conflict context, demonstrating that even basic digital capabilities can yield competitive advantages.
Published
November 2025
ISSUE
VOL.6.NO.1
Citation
Dr. Mohammed Lawal INUWA (November 2025). DIGITAL MARKETIN G AS A LEVER FOR SUPPLY CHAIN RESILIENCE OF SMES IN POST CONFLICT REGIONS: EVIDENCE FROM NORTH-EAST NIGERIA. International Journal of Marketing and Management Sciences,(VOL.6.NO.1), 132 - 146.
APA format
Dr. Mohammed Lawal INUWA. "DIGITAL MARKETIN G AS A LEVER FOR SUPPLY CHAIN RESILIENCE OF SMES IN POST CONFLICT REGIONS: EVIDENCE FROM NORTH-EAST NIGERIA." International Journal of Marketing and Management Sciences, vol. , no. VOL.6.NO.1, November 2025, pp. 132 - 146.
MLA format