Fostering Consumer Engagement and Competitive Advantage in Emerging Markets in Nigeria Through Disruptive Market Innovation

Ngozi Eucharia Alukwe; John Chidume Anetoh PhD; Corresponding Author; Vivian Chioma Anetoh Ajakpo PhD; Nkoli Augustina Chendo PhD

doi:10.56201/ijmcs.v10.no3.2026.pg107.120

Fostering Consumer Engagement and Competitive Advantage in Emerging Markets in Nigeria Through Disruptive Market Innovation

Ngozi Eucharia Alukwe, John Chidume Anetoh PhD, Corresponding Author, Vivian Chioma Anetoh Ajakpo PhD, Nkoli Augustina Chendo PhD

Abstract

This study examined the effect of disruptive market innovation on consumer engagement and competitive advantage in emerging markets in Nigeria. The specific objectives ascertained the effects of digital platforms, mobile-based promotions, social media engagement, innovative service delivery, and technology-driven analytics on consumer engagement and competitive advantage in selected emerging markets in Nigeria. The study was anchored on Disruptive Innovation Theory and the Resource-Based View. A survey design method was adopted, with data collected from the respondents. The sample size was determined using Yamane’s formula. The reliability of the research instrument was tested using Cronbach’s alpha, and the validity of the measuring instrument was established. Structural Equation Modeling was used to test the formulated hypotheses. The findings revealed that digital platform has a positive significant effect on consumer engagement and competitive advantage in emerging markets in Anambra State, Nigeria. The study found that mobile-based promotion has a positive significant effect on consumer engagement and competitive advantage in emerging markets in Anambra State, Nigeria. The findings revealed that social media engagement has a positive significant effect on consumer engagement and competitive advantage in emerging markets in Anambra State, Nigeria. The study found that innovative service delivery has a positive significant effect on consumer engagement and competitive advantage in emerging markets in Anambra State, Nigeria. The findings showed that technology-driven analytics has a positive significant effect on consumer engagement and competitive advantage in emerging markets in Anambra State, Nigeria. The study therefore concludes that disruptive market innovation is very significant driver of consumer engagement and competitive advantage in emerging markets in Anambra State of Nigeria. Based on the findings, we recommended that firms in developing economy like Nigeria should continue to invest on digital platforms, mobile promotions, social media platforms, innovative service delivery, and technology-driven analytics; for managers to build competence in digital marketing; and for policymakers to provide supportive infrastructure and regulatory frameworks for enhanced competitive advantage and profitability.

Keywords

Consumer EngagementCompetitive AdvantageDisruptive Marketing InnovationEmerging MarketsNigeria.

References

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Fostering Consumer Engagement and Competitive Advantage in Emerging Markets in Nigeria Through Disruptive Market Innovation

Abstract

Keywords

References

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