https://goodwoodpub.com/index.php/jdbm <p align="justify">Journal of Digital Business &nbsp;and Marketing (JDBM) &nbsp;welcomes and publishes high-quality articles covering all aspects of digital business and marketing from any researchers, lecturers, students, practitioners and experts around the world. JDBM aims to provide a scientific media for researcher to bring and publicize their fresh and innovative ideas for the theoretical and practical advancement of digital business and marketing</p> Goodwood Publishing en-US Journal of Digital Business and Marketing <p>Authors who publish with this journal agree to the following terms:</p> <ol> <li class="show">Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a&nbsp;<a href="http://creativecommons.org/licenses/by-sa/4.0/" target="_blank" rel="noopener">Creative Commons Attribution License (CC BY-SA 4.0)</a>&nbsp;that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.</li> <li class="show">Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.</li> <li class="show">Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.</li> </ol> https://goodwoodpub.com/index.php/jdbm/article/view/2181 <p><strong>Purpose:</strong> The performance of SMEs in Plateau States has been a major concern. This study aims to analyze the roles of incentives and brand experience on SMEs performance in Jos South LGA, Plateau State, Nigeria.</p> <p><strong>Research methodology:</strong> A quantitative approach was adopted and a questionnaire-based survey was used among owners of SMEs in Plateau State, Nigeria. A total of 367 responses were received and multiple regression analyses were conducted using Smart-PLS v. 4.1.0.2.</p> <p><strong>Results:</strong> revealed that (a) incentives significantly influence SME performance, (b) incentives significantly influence brand experience, (c) brand experience significantly influence SME performance (d) brand experience significantly mediate in the relationship between incentives and SMEs performance.</p> <p><strong>Limitations:</strong> This research was conducted on SMEs performance in Jos South LGA of Plateau State; future studies should expand the research to other zones in the State. A cross-sectional study was employed, and future research should consider using longitudinal and qualitative data collection methods.</p> <p><strong>Contribution: </strong>This study recommends that owners of SMEs incorporate digital marketing practices to stimulate brand experience in customers, which will in turn lead to improved performance.</p> Longwul Fredrick Katunku Boniface Naanman Sallah Habila Dogo Auta Piyonga Bala Ishaya Copyright (c) 2024 Longwul Fredrick Katunku, Boniface Naanman Sallah, Habila Dogo Auta, Piyonga Bala Ishaya https://creativecommons.org/licenses/by-sa/4.0 2024-07-25 2024-07-25 1 2 49 67