UTILIZATION OF DIGITAL MARKETING PLATFORMS IN PROMOTING LOCAL BUSINESSES IN NIGERIA: THE REALITIES SO FAR

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

Abstract


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.


Keywords


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

Full Text:

PDF

References


Afrina, Y., Tasneem, S. and Kaniz, F. (2015). Effectiveness of digital marketing in the challenging age: An empirical study. International Journal of Management Science and BusinessAdministration, (5) 1, 69-80.

Akasike, N. (2008). A study of Facebook as an advertising platform among small and medium scale enterprises in Nigeria. Journal of Management, 5(2), 341–356.

Aker, J. C. (2008). Does digital divide or provide? The impact of cell phones on grain markets in Nigeria (October 1, 2008). Center for Global Development Working Paper No. 154. http://ssrn.com/abstract=1093374

Arjinder, K. and Gurveen, S. (2017). Opportunities and challenges to digital marketing in developing countries. Journal of science technology and management, (6) 5, 322-327

Barnes, D., Clear, F., Dyerson, R., Harindranath, G., Harris, L. and Rae, A. (2012), Web 2.0 and micro‐businesses: An exploratory investigation", Journal of Small Business and Enterprise Development, (19)4, 687-711.

Bharadwaj, P.N.andSoni, R.G. (2007). E-commerce usage and perception of e-commerce issues among small firms: results and implications from an empirical study. Journal of Small Business, 45 (4), 510-521.

Carroll, W.R. andWagar, T.H. (2010). Is there a relationship between information technology adoption and human resource management? Journal of Small Business and Enterprise Development, 17 (2), 218-229.

Chatzoglou, P.D., Vraimaki, E., Diamantidis, A., and Sarigiannidis, L. (2010). Computer acceptance in Greek SMEs, Journal of Small Business and Enterprise Development, 17(1), 78-101.

Chong, S., and Pervan, G. (2007). Factors influencing the extent of deployment of electronic commerce for small- and medium sized enterprises, Journal of Electronic Commerce in Organizations, 5 (1), 1-29.

Chukwuemeka B.I and Uzoma I.C (2014). Impact of social media networks on consumer patronage in Nigeria: A study of Jumia and Konga Nigeria, European Journal of Business and Management, (6) 30, 63-70

Dahlen, Michael (2010). Marketing communications: A brand narrative approach.Chichester. John Wiley & Sons Ltd.

Dholakia, R., and Kshetri, N. (2004), Factors affecting the adoption of the internet among SMEs, Small Business Economics, 23(4), 311-322.

eMarketer (2015). Advertisers will spend nearly $600 billion worldwide in 2015. http://www.emarketer.com/Article/Advertisers-Will-Spend-Nearly-600-Billion- worldwide-2015/1011691

Eriksson, L., Hultman, J., and Naldi, L. (2008). Small business e-commerce development in Sweden – an empirical survey. Journal of Small Business and Enterprise Development, 15 (3), 555-570.

Failte Ireland. (2012). Overview of Internet Marketing.http://www.failteireland.ie/FailteIreland/media/WebsiteStructure/Documents/2_evelopYour_Business/3_Marketing_Toolkit/3_Market_Your_Business_Online/Choose%20Yor%20In ternet%20Tools/HowToGuide_IntMrktingOverview_v1-0.pdf

Galloway, L. (2007). Can broadband access rescue the rural economy? Journal of Small Business and Enterprise Development, 14 (4),641-653.

Hoge, S. and Cecil, C. (1993).The Electronic Marketing Manual. ABA Journal, 22, 175-185.

Ibrahim, K. (2015). How to maximize revenue and profit through digital marketing in an economic recession: International Journal of Management Science and Business Administration, (7) 3, 45-66.

Järvinen, J., Töllinen, A., Karjaluoto, H., Jayawardhena, C. (2012). Digital and social media marketing usage in B2B industrial sector. Marketing Management Journal, 22 (2), 102-117.

Jenyo K., &Soyoye, M. (2015). Online marketing and consumer purchase behaviour: A study of Nigerian firms. British Journal of Marketing Studies, (3) 7, 1-14

Kaynak, E., Tatoglu, E., Kula, V. (2005), “An analysis of the factors affecting the adoption of electronic commerce by SMEs”, International Marketing Review, 22 (6),623-40.

Khan, S & Mahapatra, S. (2009). Service quality evaluation in internet banking: An empirical study in India. International Journal of Indian Culture and Business Management,2 (1), 30-46.

Laudon K.C and Traver C.G. (2013). E-commerce, Business Technology Society; 9th ed. Pearson Education Limited

Lohrke, F., Franklin, G, and Frownfelter-Lohrke, C. (2006). The internet as an information conduit:a transaction cost analysis model of US SME internet use, International Small BusinessJournal, 24 (2),159-78.

MacGregor, R., Vrazalic, L. (2005). A basic model of electronic commerce adoption barriers, Journal of Small Business and Enterprise Development, 12 (4),510-27.

Okon, S., Akpan J., &Akaninyene, A. (2016). Determinants of online advertising effectiveness in Nigeria: Implications for consumer buying behaviour. Equatorial Journal of Marketing and Insurance, 1(1), 146-157

Parker, C.M., and Castleman, T. (2007). New directions on SME e-business: insights from an analysis of journal articles from 2003 to 2006, Journal of Information Systems and Small Business, 1 (1/2),.21-40

Parsons, A., Zeisser, M., andWaitman, R. (2015). Organizing today for the digital marketing of tomorrow. Journal of Interactive Marketing, 12(1), 31–36.https://doi.org/10.1002/(SICI)1520-6653(199824)12:1<31::AID-DIR4>3.0.CO;2-X

Pew Research Centre (2015). Internet use over time: American adults.http://www.pewinternet.org/data-trend/internet-use/internet-use-over-time

Philips Consulting, (2014). Phillips Consulting (2014) Online Shopping Survey Report. Retrieved from: https://phillipsconsulting.net/insights/reports

Prahalad, C.K. and Ramaswamy V. (2005). The future of competition: Co-creating unique value with customers. Harvard Business School Press.

Proudlock, M. (1999), “IT adoption strategies: best practice guidelines for professional SMEs”, Journal of Small Business and Enterprise Development, 6 (3), 240-252.

Sacide, G. M. and Yasemin, K.U.(2009).The usage of social networks in educational sciences. World Conference on Adoption of Web 2.0 tools in distance education. Routledge

Venkatesh, V.M.D.D. (2003) User acceptance of information technology toward a unified view. MIS Quarterly, 27, 425-478.

Wild Fusion Digital Centre and Pan-Atlantic University (2016). Digital channel effectiveness for marketing: Marketer and consumer perspectives in Nigeria. From: https://www.wildfusions.com/wp-content/uploads/2017/03/Market-Research_WIld-fusion.pdf

Wymbs, C. (2015). Social media and marketing education: A review of current practices in curriculum development. Journal of Marketing Education, 2, 76-87.

Yu, J. (June, 2015). Digital marketing integration: The impact of cross-channel and content. International Journal of Management Science. (5), 23-34.


Refbacks

  • There are currently no refbacks.


Copyright (c) 2022 Peter Michael Ogbemudia (PhD), Clement Ikeme Okuh, Godwin Okatahi Oniwon (PhD)

 

 

 

 

 

 

 

 

 

ISSN (PRINT):    2682 - 6135

ISSN (ONLINE): 2682 - 6127

 

 

   

 

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.