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

BOYLE; Henry Tubotamuno; UMEJURU; Ekelechukwu Kelvin

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

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 StrategiesProcess InnovationPricing InnovationPlace Innovation and Marketing Success

References

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

Abstract

Keywords

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