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Digital Marketing Practices and Sales Performance of Electronic Superstores in Abia State, Nigeria

Boniface Chinonyerem Njoku, Prof. Raymond. O. Obasi, Udodirim Chukwuemeka

Abstract

The study examined effect of digital marketing practices on the sales performance of electronic superstores in Abia State, Nigeria. Specifically, the study investigated the effect of social media marketing, search engine marketing on customer satisfaction, repeat purchase. Descriptive survey design method was adopted for the study. The study was carried out in Abia State located in the Southeast geographical zones of Nigeria. The population of this study was made up of workers of eight (8) selected electronic superstores from the two cities (Aba and Umuahia). With the population of 160, a sample size is determined using Taro Yamane (1964) formula. The researcher adopted purposive and simple random technique and in selecting and distributing the questionnaire to the respondents. Primary data obtained for this study were gathered with a well-structured questionnaire which were personally administered by the researcher. Data obtained through the questionnaire were analyzed with descriptive statistical tools. The hypotheses were tested with simple regression analysis model. The result revealed that, there is significant effect of social media marketing on customer satisfaction of electronic superstores. there is significant effect of search engine marketing on repeat purchase of electronics in the study area. The study concludes that digital marketing practices are important determinants of sales performance in electronic superstores. It was recommended that management of electronic superstores should invest more in social media marketing by creating interactive and engaging content, responding promptly to customer enquiries, and utilizing multiple social media platforms to improve customer satisfaction. Key words: digital marketing practices, sales performance, electronic superstores

Keywords

digital marketing practicessales performanceelectronic superstores

References

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