Fifteenth International Conference on Interdisciplinary Social Sciences

Abstract

This study identifies digital education required by community members in the use of e-resources for enhancing marketing of goods and services. To achieve these objectives, three research questions guided the study. The study adopted action group design supported by the practices in the industry model. The population for the study was 71 comprising: 27 hi-tech Bank Officials from the commercial banks (Marketing Units), 23 Lecturers of Business Education and 21 digitally medium business entrepreneurs. Purposive sampling technique was adopted for selecting e-bankers and e-entrepreneurs with certain criteria. The instrument for data collection was structured questionnaire on e-resources in business. Three experts validated the instrument while Cronbach alpha reliability method was used to ascertain the internal consistency of the items and a reliability coefficient of 0.82 was obtained. Weighted mean was involved in answering the research questions while analysis of variance (ANOVA) was used to test the hypotheses at 0.05 level of probability. The coefficient of determination (e2) of the coefficient yielded 0.87. The study found that community members required the items of training in clusters of e-resources in: advertising, customer relationship, and payments. Based on the findings, it is recommended that the skills in e-resources be organized into digital education programmes for the community members for effective e-business transactions.