INTRODUCTIONSmall-scale businesses in Nigeria play a very vital role in the development of its economy. Over the years various policies both from the government and some of the private sector actors have been developed to create enabling environments for these small scale businesses to thrive. However the challenges linger. Some of these challenges have been highlighted by many authors to be, poor managerial skill, small capital, wasteful spending by small scale business owners, poor marketing strategies etc. the is not the negligence of the fact that those few SMEs that have thrived over the years have contributed immensely to the growth of Nigeria economy through the following significant ways, utilization of Nigeria’s resources, increase an employment etc. income generation and redistribution etc. Noteworthy at this point in the fact the small scale business especially in the sub-Saharan region appear to be lagging behind in the global trends with respect to small scale businesses. In Japan for example, small scale businesses now engage an international business due to their ability to create product according the taste of the market and are able use available marketing to ensure they gain and retune a reasonable market share. This has been made possible despite the many obvious and general challenges that is inherent in small scale businesses. The purpose of this study therefore is to ascertain the current relationship between small-scale businesses in Nigeria and marketing. Also it is to ascertain how e-marketing could be used by small scale businesses in Nigeria to tackle its challenges, survive in the market, and thrive enjoying competitive advantage. This study also seeks to significantly ascertain how e-marketing is perceived by small scale business and whether how it is perceived and indeed e-marketing is an opportunity or a thereat to the survival and thriving of small scale businesses in Nigeria.
1.2 STATEMENT OF THE RESEARCH PROBLEM Having briefly analyzed the state of Nigerian small scale businesses, its challenges and advantages. A question to be asked would be how can small scale businesses apply their resources efficiently and effectively towards business tools that will help produce competitive advantage, improve market share and other benefits. Considering the up growth in the use of technology in the marketing activities of all types of technology in the marketing activities of all types of organization, it is important to ascertain what effect and how e-marketing can be used by small scale business in Nigeria. E-marketing as a marketing tool could help the small scale business in Nigeria reach a wider local market, make gain through competitive advantage while serving a better part of the market. Also E-marketing gives the small scale business an opportunity to access new export markets. However, certain questions need to be asked concerning e-marketing with respect to small companies. They are:
What is the level of awareness of e-marketing to small scale business in Nigeria.
Also to what extent do these small scale businesses in Nigeria apply e-marketing as a strategic marketing tool.
How do these small scale business perceive e-marketing and does trend provide an opportunity or a threat.
Also what are those possible ways through which e-marketing could be used as a modern business tool by small scale businesses in Nigeria.
1.3 OBJECTIVE OF THE STUDY The objectives of this study however, are as follows
To ascertain the level of awareness of e-marketing to small scale business in Nigeria.
To find out the extent to which small scale businesses in Nigeria are e-marketing driven
To find out if e-marketing poses threat or creates opportunities for small scale businesses in Nigeria.
To ascertain possible way through which e-marketing could be used as a modern business tool by small scale businesses in Nigeria.
This study will attempt to significantly answer these questions.
1.4 SCOPE OF THE STUDY This study will concentrate on the use of the e-marketing as a modern marketing tool. It’s level of awareness among small scale business managers. Also, the general perception of small scale business manager of e-marketing; and also how small business owners have reacted to the emerging trend of e-marketing as a strategy business tool.
1.5 RELEVANCE OF THE STUDY This research study is important or relevant in modern business practice in numerous ways. First if we consider the high level of competition in modern day businesses and threats of global economic crisis which have been noticed recently. It is however very crucial for firms to acquire business tools and apply such tools efficiently and effectively so as to create competitive advantage that will enable it make better profit, reduce cost and service more of the market size. However, some benefits which the authors believes will be gained from this study are briefly highlighted below.
It should help academic theoretician and practitioners especially small scale business owners on a better understand of e-marketing.
This better understanding should also be useful to small scale businesses for the efficient and effective application of e-marketing.
It is also relevant such that it should assist small scale businesses in creating opportunities that give marketing advantage to them.
1.1 BACKGROUND OF THE STUDY
Over the years, television has been tasked with disseminating critical information about health issues in order to inform, educate, persuade, and modify its audience's health behaviors, taking into account the high value placed on health in human society (Soola, 2010). Onabajo (2014), argued that television media should convey and interpret information regarding society as a unit, emphasizing its successes and failings, as well as its rules and values. Additionally, it provides cultural guidelines that assist in educating the public on how to live, how to behave, and what is expected of them through the numerous program contents available on its platform. Kuewumi (2010) Broadcasting, in my opinion, is the deliberate dissemination of information, education, and entertainment to a large and diverse audience via one of two major modes of mass communication: radio or television. Onabajo (2014:2) states that television viewers can access broadcast messages via their receivers, which assist in decoding such information. This is because the medium is relatively inexpensive; it enables the majority of Nigerians, particularly those from keffi, who are predominantly rural, uneducated settlers, to receive broadcast information, education, and entertainment (chioma, 2014). Television is often regarded as the most potent mass medium ever devised by humanity. Television media allows its audience to both observe and listen to its messages. However, it is an expensive medium because to the high cost of getting a set, the absence of energy, and the limited coverage available to rural dwellers in particular (chioma, 2014). According to Zamawe, Banda and Dube (2016) Every day, the public dies needlessly as a result of insufficient access to health television information or health workers who could have assisted them in making right choices. As a result, access to reliable health information is critical for achieving and maintaining improved and sustainable health outcomes in Nigeria and elsewhere (Godlee, et al, 2015). In developing and undeveloped countries, limited access to health information jeopardizes efforts to bring health care services closer to the populace.
Reed Hastings, CEO of Netflix (an online film library), indicated during a presentation presenting the platform to the Latin American market that traditional television would vanish over the next 16 years. According to Hastings, terrestrial, linear television will be a distant memory by 2030, having been supplanted by its Internet counterpart (Downplays Nielsen 2014). At the same time, according to a recent Nielsen Audience Measurement survey, the ordinary American does not appear to be abandoning traditional television, spending an average of 5 hours and 11 minutes daily in front of the screen (Statistic Brain. 2015). According to this statistics study, the European audience looks to be slightly more moderate. An typical French or German spends over three hours (about 200 minutes) in front of the television, compared to 184 minutes for a Dutchman and 165 minutes for a Swede. In 2014, the Polish audience set a new standard for television viewing by dedicating 4 hours and 20 minutes of their day to it. And it's worth noting that this value is higher than the 2011 and 2012 television audience study (Wirtualnemedia 2014). At the same time, Poles are candid about television being their primary source of amusement and how they spend the majority of their free time watching it (CBOS 2015). Given that exposure to audiovisual content is an unavoidable part of daily life, it is nearly inevitable that the viewer will come across health information during a television broadcast. Additionally, this information will be trusted, and the television (in addition to contacting a doctor, family, available literature, and, eventually, the Internet) will be viewed as a readily available and conventional source of information about health and sickness by the viewer. It was stressed in late-twentieth-century American and British studies (Seale and Chew 2010) and in the first decade of the twenty-first century (Seale and Chew 2010). Nottingham and Murphy (2011)The latter have identified certain television forms may be a source of medical information in particular (news programs, series, talk-shows, advertising). As a result of the studies, television, together with the press and radio, is the primary channel for health information and may offer viewers with medical knowledge. However, it appears to be an unanswered question whether visual representations of the aforementioned difficulties can influence the viewer's health behaviors and perceptions of health-related matters. Researchers can only conjecture on the content of television health programs, and the potential influence on the viewer's perception and opinion in terms of health remains an open subject (Murphy 2011). This study aims to attempt to investigate the Influence of Nta Health Talk on the People of Keffi.
1.2 STATEMENT OF THE PROBLEM
In Africa, where health services are harmed by a lack of economic power and literacy, the tremendous importance of television in transmitting health information is critical. According to the World Health Organization's Media Centers World Health Statistics, Africa's average life expectancy is 64 years. The prevalence of infectious and non-communicable diseases is extremely high (2014). Previously, when a disease like HIV/AIDS was difficult to control, television media, in addition to other modes of communication, played a significant role in raising awareness through various means. Despite the fact that media exposure increases knowledge of health-related issues, the majority of people in Keffi appear to be under-exposed to the media in order to be aware of the importance of the NTA health discussion program. Even where people get access to television media, there appear to be insufficient health education programs to compel them to seek medical care (Hajara, 2014). Numerous research have documented the negative repercussions of insufficient health care services and the resulting poor outcomes (Raatikainan, Heiskanen, & Heinonen, 2016). Additionally, Cox (2010) discovered that insufficient care services, including information and guidance on health promotion, were strongly associated with adverse health outcomes.The problem to investigate the extent to which NTA health talk program have influenced or have helped to improve rural health care services in Keffi community.
1.3 AIMS AND OBJECTIVES OF THE STUDY
The objectives of this research are to examine Influence of Nta Health Talk on the People of Keffi. Other specific objective includes:
1. To highlight the information passed through NTA health talk show
2. To evaluate the impact of NTA health talk on health of individuals in keffi
3. To examine health television news programmes on NTA
4. To suggest the strategies for enhancing the efforts of Nigerian television authority toward improving the health of individuals in keffi
1.4 RESEARCH QUESTIONS
1. What are the information passed through NTA health talk show ?
2. What is the impact of NTA health talk on health of individuals in keffi?
3. What are the health television news programmes on NTA?
4. What are the strategies for enhancing the efforts of Nigerian television authority toward improving the health of individuals in keffi?
1.5 RESEARCH HYPOTHESIS
H0: There is no significant impact of NTA health talk on the people of Keffi
H1: There is a significant impact of NTA health talk on the people of Keffi
1.6 SIGNIFICANCE OF THE STUDY
This study will be of immense importance towards highlighting the influence of NTA health talk on the people of keffi. This study will also benefit government at all levels, policy makers, political leaders, and all related stakeholder in the quest of identifying influence of NTA health talk on the people of keffi
Finally, findings from this study will benefit researchers and scholars who are interested on developing further research on the subject matter as this study will serve as future literature.
1.7 LIMITATIONS OF THE STUDY
FINANCIAL CONSTRAINT: Insufficient funds to impede the efficiency of the researcher in sourcing for the relevant materials, literature or information and in the process of data collection (internet, questionnaire, interview).
Time constraint: The researcher will simultaneously engage in this study with other academic work. This consequently will cut down on the time devoted for the research work.
1.8 SCOPE OF THE STUDY
This study is restricted to identifying the influence of NTA health talk on the people of keffi
1.9 DEFINITIONS OF TERMS
NTA: The Nigerian Television Authority or NTA is a Nigerian government-owned and partly commercial broadcaster.
HEALTH TALK: Health talks are a means to share information with the community,
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