DIGITAL MARKETING AND CUSTOMER EXPERIENCE IN IBADAN, OYO STATE
With the increasing reliance on digital marketing, companies face challenges in adapting their strategies to effectively connect with consumers. As digital marketing reshapes consumer relationships, businesses must navigate the complexities of building trust, engagement, and loyalty in an increasin...
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| Format: | Article |
| Language: | English |
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Kwara State University, Malete Nigeria
2024-12-01
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| Series: | Malete Journal of Accounting and Finance |
| Subjects: | |
| Online Access: | https://majaf.com.ng/index.php/majaf/article/view/177 |
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| _version_ | 1823857111242637312 |
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| author | Abiola Abass Carim Kayode Muhammed Ibrahim Solomon Olugbade Adedokun |
| author_facet | Abiola Abass Carim Kayode Muhammed Ibrahim Solomon Olugbade Adedokun |
| author_sort | Abiola Abass Carim |
| collection | DOAJ |
| description |
With the increasing reliance on digital marketing, companies face challenges in adapting their strategies to effectively connect with consumers. As digital marketing reshapes consumer relationships, businesses must navigate the complexities of building trust, engagement, and loyalty in an increasingly digital landscape. This research aims to examine the influence of digital marketing and customer experience in the Ibadan metropolis of Oyo State. This study used a descriptive survey research design in which a structured questionnaire was used to elicit information from the target respondents, who were customers patronizing online businesses in Ibadan. A self-structured questionnaire was utilized and questionnaires were distributed online to respondents as it gives room for equal representation of respondents. The population is infinite, and Cochran's (1977) formula was used to calculate the sample size of 385. The hypothesis was tested using multinomial regression. Statistical Package for Social Science (SPSS) was used to analyze the data. The result indicated a positive significant relationship between digital marketing strategies and customer experience in Oyo State, Nigeria. Also, internet marketing has become a valuable and significant strategy for companies to promote, advertise, and interact with more customers in the state. The study recommended that organizations should invest in creating compelling content, targeting advertising, and providing excellent online customer service to engage with more customers.
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| format | Article |
| id | doaj-art-0f81b4f595134888aaa312a49ffe18ad |
| institution | Kabale University |
| issn | 2735-9603 |
| language | English |
| publishDate | 2024-12-01 |
| publisher | Kwara State University, Malete Nigeria |
| record_format | Article |
| series | Malete Journal of Accounting and Finance |
| spelling | doaj-art-0f81b4f595134888aaa312a49ffe18ad2025-02-11T23:07:55ZengKwara State University, Malete NigeriaMalete Journal of Accounting and Finance2735-96032024-12-0151DIGITAL MARKETING AND CUSTOMER EXPERIENCE IN IBADAN, OYO STATEAbiola Abass Carim0Kayode Muhammed Ibrahim1Solomon Olugbade Adedokun2Adeseun Ogundoyin Polytechnic Eruwa, Oyo State, NigeriaKwara State University, Maletedeseun Ogundoyin Polytechnic Eruwa, Oyo State. With the increasing reliance on digital marketing, companies face challenges in adapting their strategies to effectively connect with consumers. As digital marketing reshapes consumer relationships, businesses must navigate the complexities of building trust, engagement, and loyalty in an increasingly digital landscape. This research aims to examine the influence of digital marketing and customer experience in the Ibadan metropolis of Oyo State. This study used a descriptive survey research design in which a structured questionnaire was used to elicit information from the target respondents, who were customers patronizing online businesses in Ibadan. A self-structured questionnaire was utilized and questionnaires were distributed online to respondents as it gives room for equal representation of respondents. The population is infinite, and Cochran's (1977) formula was used to calculate the sample size of 385. The hypothesis was tested using multinomial regression. Statistical Package for Social Science (SPSS) was used to analyze the data. The result indicated a positive significant relationship between digital marketing strategies and customer experience in Oyo State, Nigeria. Also, internet marketing has become a valuable and significant strategy for companies to promote, advertise, and interact with more customers in the state. The study recommended that organizations should invest in creating compelling content, targeting advertising, and providing excellent online customer service to engage with more customers. https://majaf.com.ng/index.php/majaf/article/view/177Digital marketingInternet marketingSocial mediaCustomer experience. |
| spellingShingle | Abiola Abass Carim Kayode Muhammed Ibrahim Solomon Olugbade Adedokun DIGITAL MARKETING AND CUSTOMER EXPERIENCE IN IBADAN, OYO STATE Malete Journal of Accounting and Finance Digital marketing Internet marketing Social media Customer experience. |
| title | DIGITAL MARKETING AND CUSTOMER EXPERIENCE IN IBADAN, OYO STATE |
| title_full | DIGITAL MARKETING AND CUSTOMER EXPERIENCE IN IBADAN, OYO STATE |
| title_fullStr | DIGITAL MARKETING AND CUSTOMER EXPERIENCE IN IBADAN, OYO STATE |
| title_full_unstemmed | DIGITAL MARKETING AND CUSTOMER EXPERIENCE IN IBADAN, OYO STATE |
| title_short | DIGITAL MARKETING AND CUSTOMER EXPERIENCE IN IBADAN, OYO STATE |
| title_sort | digital marketing and customer experience in ibadan oyo state |
| topic | Digital marketing Internet marketing Social media Customer experience. |
| url | https://majaf.com.ng/index.php/majaf/article/view/177 |
| work_keys_str_mv | AT abiolaabasscarim digitalmarketingandcustomerexperienceinibadanoyostate AT kayodemuhammedibrahim digitalmarketingandcustomerexperienceinibadanoyostate AT solomonolugbadeadedokun digitalmarketingandcustomerexperienceinibadanoyostate |