Browsing by Author "Patrick Olanrewaju OLATUNJI"

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    Business Resilience, Digital Marketing Capability and Sustainability of Agro-allied SMEs in Osun State
    (Lead City University, Ibadan, 2024-12) Patrick Olanrewaju OLATUNJI
    The Agro-allied industry in Nigeria is a cornerstone of the country's agricultural value chain, linking raw agricultural products with industrial processing and supporting economic diversification efforts. Nonetheless, the Agro-allied industry in Osun State faces significant sustainability challenges that threaten its ability to contribute meaningfully to economic growth and rural development. This development is suggestive of challenges attributable to deploying Business Resilience (BR) and Digital Marketing Capability (DMC). Hence, this study examined the interaction of BR and DMC on performance of Agro-allied SMEs in Osun State, Nigeria. The cross-sectional survey research design was adopted. The population was 120 owner-manager of registered Agro- allied SMEs in Osun State. Total enumeration method was adopted given the small study population. A validated questionnaire was used to collect data. The Cronbach’s alpha reliability coefficients for the constructs ranged from 0.733 to 0.917. The response rate of 95% was achieved. Data were analysed using descriptive and inferential statistics. Findings revealed that BR had positive and significant effect on sustainability (R 2= 0.397, F(1,277)=182.247, p=0.000). BR had positive and significant effect on environmental sustainability (Adj. R 2= 0.4401, F(4,109)= 23.189, p= 0.000). BR had positive and significant effect on economic sustainability (Adj. R2= 0.4401, F(4,109)= 23.189, p= 0.000). BR had positive and significant effect on social sustainability (Adj. R2= 0.4401, F(4,109)= 23.189, p= 0.000). DMC had positive and significant moderating effect on the interactions between BR and sustainability of Agro-allied SMEs firm in Osun State(ΔR2= 0.010, ΔF = 7.230, P= 0.008). This study concluded that was a statistically significant effect of BR on sustainability. Further analysis revealed that DMC is significant moderator given the linkage between BR and sustainability of Agro-allied SMEs in Osun State, Nigeria. Owner-managers of Agro-allied SMEs in Osun State should renew their commitment to these BR dimensions and advantage of revenue generation potential of DMC. Keywords: Agro-allied industry, Business resilience, Digital marketing capability, Sustainability Word Count: 300