Moderating Effect of Internet on Advertising and Performance of Small Business Enterprises in Nigeria

The extant literature showed that the relationship between advertising and performance of small medium enterprises (SMEs) is widely researched. However, there a paucity on effect different facets advertising, as well moderators SMEs. Also, research this nature in context emerging economies like Nigeria. Therefore, current intends to fill gap investigate four (4) (traditional cost, quality, internet adverting) business Katsina, In establishing among variables, study adopts quantitative approach cross-sectional survey design. Accordingly, data 208 respondents was obtained using questionnaire analyzed Partial Least Square Structural Equation Model (PLS-SEM). Based result, found both traditional adverting have positive significant enterprises. As well, has confirmed moderating performance. same not Hence, it recommended SMEs seek achieve an optimum level performance, must embrace modes amortize cost (expenditure) add quality programs.