Abstract
The role of family-owned businesses (FOBs) in economic development is not in question; however, their sustainability is usually precarious, hence necessitating this study to see how technology adoption can assist them to live longer. The specific objective of the study was to examine the nexus between digital marketing and market reach in FOBs in Southeast Nigeria. The work adopted a survey research design, 4983 FOBs owners or managers alone. Using the Krejcie and Morgan Formula, a sample size of 356 was determined. A structured questionnaire that was verified for validity and reliability was used to collect the data. Following data analysis utilising the Ordinary Least Square Method and basic regression analysis, the hypothesis was assessed at a 5% significance level. Digital marketing and market reach among FOBs were shown to be highly positively correlated, with an R value of 0.948. The study, therefore, concluded that the adoption of digital marketing is critical for the sustainable performance of FOBs, and greater investment in digital strategies will significantly enhance their competitiveness and long-term survival. Among other recommendations, it was recommended that owners and managers of FOBs invest in building digital marketing capacity to capitalise on the massive potential of digital marketing and, by extension, the technology adoption offer for small businesses.