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.pg46.53

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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 focus 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 twenty fast food firms in Port Harcourt Metropolis. The study used a 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 a significant effect on the perception of customers about the firms. It also serves as a conduit to better inform prospective customers and existing customers about the brand.

keywords:

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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