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Technology-Enhanced Marketing and the Marketing Performance of Selected Deposit Money Banks in Delta State, Nigeria

IWEGBUE, Chinwenwa Nelly, UCHE, Clementina Orochukwu

Abstract

This study examined the impact of technology-enhanced marketing on the marketing performance of selected deposit money banks in Delta State, Nigeria. The research utilized a cross-sectional survey design, collecting data from 286 respondents (representing a 74.48% response rate) using a structured questionnaire. The questionnaire was designed to assess the influence of technology- enhanced marketing proxied with social media marketing (SMM), mobile banking marketing (MBM), email marketing (EM), and chatbots & AI assistants marketing (CAAM) on marketing performance (MP). The data were analyzed using Ordinary Least Squares (OLS) regression with SPSS version 23. The findings revealed that all four technology-enhanced marketing strategies; SMM, MBM, EM, and CAAM had significant positive effects on marketing performance, with each channel contributing uniquely to customer engagement and loyalty. Social media marketing showed a strong impact on customer acquisition, while mobile banking and email marketing were most effective for customer retention. Chatbots and AI assistants had a significant effect on improving customer satisfaction and operational efficiency. The study concludes that technology- enhanced marketing significantly contributes to the marketing performance of Nigerian banks. It recommends that banks continue to invest in and integrate these digital channels to foster customer engagement, improve service delivery, and enhance overall marketing outcomes.

Keywords

TechnologyMarketingSocial Media MarketingMobile BankingChatbots and

References

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