DIGITAL MARKETING PRACTICES S AND PERFORMANCE OF ONLINE SHOPPING MALLS IN THE FEDERAL CAPITAL TERRITORY, ABUJA, NIGERIA

Authors

  • OVIVI , Audu Jamiu University of Abuja, Nigeria
  • AYASAL , Anthony Auya University of Abuja, Nigeria
  • FASASI Oriyomi Kazeem University of Abuja, Nigeria

Keywords:

Digital Marketing, Market Share, Customer Satisfaction, Social Media Marketing, E-Commerce, Performance

Abstract

The advent and the dramatic change in technologies had shift the strengths of marketing practices from the traditional approach to more innovative and transformational approaches. The study examines the impact of digital marketing on the performance of online shopping malls in the Federal Capital Territory in Abuja, Nigeria. The study used quantitative research method and data were collected from respondents at Jumia and Konga online shopping malls through a well[1]structured questionnaire. The study population was 108 respondents and was used as the sample size, but the return rate was 98 respondents. Simple regression techniques were used to test the hypotheses of this study using the Statistical Package for the Social Sciences (SPSS) version 25 to analyze collected data to determine the strategic impact of digital marketing practices on the performance of online shopping malls. The study showed from the results that digital marketing had a strategic and significant impact on Jumia and Konga's performance as online shopping malls. Research also showed that digital marketing practices s had a significant impact on customer satisfaction and market share. The study concluded that the adoption of advanced technologies and digitalized marketing improved the marketing strategy execution of Jumia and Konga online shopping malls. The study recommends that the online shopping mall corporate settings should apply digital marketing intelligence to build on their strengths and weaknesses, thereby improving customer satisfaction and market share.

Author Biographies

OVIVI , Audu Jamiu, University of Abuja, Nigeria

Department of Business Administration,
University of Abuja, Nigeria

AYASAL , Anthony Auya, University of Abuja, Nigeria

Department of Business Administration,
University of Abuja, Nigeria

FASASI Oriyomi Kazeem, University of Abuja, Nigeria

Department of Business Administration,
University of Abuja, Nigeria

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Published

2024-01-29

How to Cite

OVIVI, A. J., AYASAL, A. A., & FASASI, O. K. (2024). DIGITAL MARKETING PRACTICES S AND PERFORMANCE OF ONLINE SHOPPING MALLS IN THE FEDERAL CAPITAL TERRITORY, ABUJA, NIGERIA. FUW-International Journal of Management and Social Sciences, 9(1), 123–143. Retrieved from https://fuw-ijmss.com.ng/index.php/fijmss/article/view/68