IIARD International Institute of Academic Research and Development

INTERNATIONAL JOURNAL OF MARKETING AND COMMUNICATION STUDIES (IJMCS )

E-ISSN 2545-5273
P-ISSN 2695-2173
VOL. 7 NO. 3 2023
DOI: https://doi.org/10.56201/ijmcs.v7.no3.2023.pg21.28

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Moderating effect of Corporate Websites on the Relationship between Sales Promotional Strategies and Marketing Performance

Owuso, Stephen Monima

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Abstract

The main purpose of this study was to examine the moderating effect of corporate websites on sales promotional strategies and marketing performance of fast food firms in Port Harcourt Metropolis. The study adopted the cross-sectional survey research design. The population of the study comprises of twenty fast food firms in Port Harcourt Metropolis. The study used structured questionnaire instrument to collect data from the respondents. The study used the stepwise regressions to test the hypotheses. The findings of the study revealed that: corporate websites strongly moderate between promotional strategies and marketing performance of fast food firms in Port Harcourt. The study recommends that fast food firms should constantly develop and keep updating their corporate websites as it has significant effect on the perception of customers about the firms. It also serves as conduit to better inform prospective customers and existing customer about the brand.

Corporate websites, Sales promotional Strategies, Marketing performance

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References:

Abdullah, Z., Shahrina, Nordin, M., & Abdul Aziz, Y. (2013). Building a unique online
corporate identity. Marketing Intelligence and Planning, 31(5), 45-471.

Ageeva, E., Melewar, T. C., Foroudi, P., Dennis, C., & Jin, Z. (2018). Examining the
influence of corporate website favourability on corporate image and corporate
reputation: Findings from fiscal. Journal of Business Research, August, 287-304.

Booth, N., & Matic, J. A. (2011). Mapping and leveraging influencers in social media to
shape corporate brand perceptions. Corporate Communications: An International
Journal, 16(3), 184-191

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