Implicit and Explicit Marketing Communication in the Visibility of Small and Medium Enterprises in a Developing Market

Abstract: This study investigated the implicit and explicit marketing communications in the visibility of small and medium enterprises (SMEs) in emerging economies such as Nigeria. The methodology adopted for this study was a descriptive research design based on data collection through survey method with a sample of 320 respondents chosen by means of stratified sampling technique across market regions in Lagos state such as Yaba, Lagos Island, Oyingbo and Ikeja. Data was collected through a questionnaire administered to SMEs’ customers in selected areas in Lagos state. The data was analysed through descriptive and inferential statistical tools such as mean and standard deviation, and Regression analysis. The outcomes from this study indicated that implicit promotion such as branding and sponsorships significantly affect customer awareness interest, desire and purchase action. Furthermore, explicit promotions such as advertising, sales promotions, and public relations have a significant effect on customer awareness interest, desire and purchase action. Finally, the study found that there is a significant positive relationship between implicit and explicit promotion and customer awareness interest, desire and purchase action. In conclusion, IMC has a significant and positive effect on organisational visibility by facilitating customer awareness interest, desire and purchase action. It was recommended among other things that business owners, executives and management should prioritize the utilisation of IMC based on promotion mix elements which can enhance the creation of awareness, interests, desire and action of their products to affect consumer buying behaviour.