Peter Michael Ogbemudia (PhD), Clement Ikeme Okuh, Godwin Okatahi Oniwon (PhD)


Nigeria is currently witnessing a massive turn-around with the high volume of sales on the digital platforms. This study evaluates the influence of digital marketing in promoting local businesses in Nigeria. Survey design was applied in this study, with questionnaire as the primary instrument. A sample size of 385 was generated from two states (Lagos and Enugu) using. The multi stage technique was used to choose business owners in Lagos and Enugu metropolises. The results revealed that, many of the respondents agreed that, Facebook, WhatsApp, Google, Twitter etc. are the common digital platforms used by local businesses to promote their goods and services. Also, majority of the respondents agreed that digital marketing influences their behaviour towards patronizing those goods and services. In line with these, the study rejected the null hypothesis and adopted the alternate as informed by the Pearson Chi-square value of 0.05 (at P ≤ 0.05 levels of significance) which indicate that it is significant. The influence of digital marketing platforms in promoting local businesses in Nigeria cannot be overemphasize. Evidences from this study have further reiterated that digital marketing platforms are current being used by business owners to milk opportunities inherent in digital marketing platforms.


Digital Marketing, Platforms, Promoting, Local Businesses, Digital Channels, Internet.

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