ONLINE MARKETING AND CUSTOMER PATRONAGE OF TELECOMMUNICATION SERVICES IN PORTHARCOURT, RIVERS STATE, NIGERIA

Authors

  • Christian Amadi Federal University Wukari
  • Muntaka Mohammed Federal University Wukari

Keywords:

Online marketing, Social media marketing, Mobile marketing, Online advertising and Internet marketing

Abstract

The study specifically examined the effects of social media marketing, online advertising and
email marketing on customer patronage of telecommunication services in Port Harcourt. The
study adopted a cross-sectional survey research approach. A total of 246 customers from
telecommunications companies in Port Harcourt were polled using a structured
questionnaire to gather primary data. Descriptive statistics were applied for data analysis
and interpretation, while the hypotheses developed for the study were tested using multiple
linear regression. The study revealed that employing marketing strategies via social media,
mobile devices, Internet ads, and email had a substantial effect on the growth of client base
for telecommunication services in Port Harcourt. Therefore, it was recommendations, among
others, that telecommunication companies should expand the use of social media platforms
like Facebook, Twitter and YouTube to advertise available service packages to customers
and to offer customer services like conflict handling, enquiry services; mobile-based
functions like airtime recharge, data subscription, and account management should be made
more customer-friendly and affordable to encourage customers to use telecommunication
mobile software to access services conveniently

Author Biographies

Christian Amadi, Federal University Wukari

Department of Business Administration

Associate Professor

Muntaka Mohammed, Federal University Wukari

Department of Business Administration

Lecturer

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Published

2024-06-06

How to Cite

Amadi, C., & Mohammed, M. (2024). ONLINE MARKETING AND CUSTOMER PATRONAGE OF TELECOMMUNICATION SERVICES IN PORTHARCOURT, RIVERS STATE, NIGERIA. FUW-International Journal of Management and Social Sciences, 9(2). Retrieved from https://fuw-ijmss.com.ng/index.php/fijmss/article/view/87