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. 9 NO. 3 2025
DOI: 10.56201/ijmcs.v9.no3.2025.pg1.15

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Innovative Marketing Strategies and Marketing Success of E- Tailing Firms in Port Harcourt.

BOYLE, Henry Tubotamuno, UMEJURU, Ekelechukwu Kelvin

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Abstract

This study examined empirically the relationship between innovative marketing strategies and marketing success of e-tailing firms in Port Harcourt. The study had three (3) objectives, three (3) research question and three (3) hypotheses. The study was anchored on the diffusion of innovation theory; this study adopted the descriptive survey design within a quantitative method. The population comprised of 50 respondents of three (3) electronic commerce firms (Jumia, Kinga and Slot System Ltd) in Port Harcourt, Rivers state Nigeria using probability sampling with a simple random technique to ensure unbiased representation. The primary data was collected through the administration of questionnaire to the respondents of electronic commerce firms. The instrument was administered to the respondents of electronic commerce firms in Port Harcourt. A total number of 50 copies of the questionnaire were administered to the respondents. This study adopted a combination of descriptive and inferential statistical. Charts, frequency tables, means, as well as percentages constituted the descriptive statistical while the Pearson Product Moment correlation was used to analyze the relationship between independent and dependent variables. The findings revealed significant positive correlations across all three dimensions. Process innovation, pricing innovation and place innovation were shown to have positive and significant relationship with marketing success of e-tailing firms in Port Harcourt. The study concluded that to achieve sustainable growth, firms must prioritize innovation (process, pricing, and place) across multiple dimensions, supported by a deep understanding of their market and informed by evidence-based practices from the literature. This study recommends that E-tailing firms should invest in advanced process innovation; they should implement dynamic pricing strategies that adjust prices based on demand, competitor behavior, and mar

keywords:

Innovative Marketing Strategies, Process Innovation, Pricing Innovation, Place Innovation and Marketing Success

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International Journal of Marketing and Communication Studies E-ISSN 2545-5273
P-ISSN 2695-2173 Vol 9. No. 3 2025 www.iiardjournals.org Online Version
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