Electronic Marketing Techniques and Business Success of Food and Beverage Manufacturing Firms in South-South, Nigeria

Ezekiel-Hart J. C., Renner B. A.
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Abstract

This study examined electronic marketing techniques and business success of food and beverage manufacturing firms in south-south, Nigeria. This study adopted the correlational research design; the population of this study consisted of 28 registered food and beverage manufacturing firms in South-South, Nigeria. One hundred and ninety-six (196) managers and senior marketing personnel of the registered food and beverage manufacturing firms on the basis of 7 managers and senior marketing personnel per headquarter branch constituted the study subjects. The responses received from the data were analyzed using mean and standard deviation while the hypotheses were tested using the Pearson Product Moment Correlation. Based on the results of the analysis carried out, it was confirmed that electronic marketing has a positive and significant relationship with business success of food and beverage manufacturing firms in the South-South zone of Nigeria. Based on these findings, it was concluded that electronic marketing has a positive and significant relationship with business success of food and beverage manufacturing firms in the South-South zone of Nigeria. The study recommends amongst others that food and beverage manufacturing firms in Nigeria, particularly those that are currently experiencing low business success, should adopt electronic marketing such as content marketing, e-mail marketing and social media marketing as it would increase their level of business success.
尼日利亚南部食品饮料制造企业的电子营销技术与商业成功
本研究探讨了电子营销技术与尼日利亚南部食品饮料制造公司的商业成功。本研究采用了相关研究设计;研究对象包括尼日利亚南部 28 家注册食品饮料制造企业。按每个总部分支机构 7 名经理和高级营销人员计算,共有 196 名注册食品饮料制造企业的经理和高级营销人员成为研究对象。研究人员使用平均值和标准偏差对数据进行了分析,并使用皮尔逊乘积矩相关性对假设进行了检验。分析结果证实,电子营销与尼日利亚南部地区食品饮料制造企业的商业成功有着积极而重要的关系。基于这些研究结果,得出结论认为,电子营销与尼日利亚南部地区食品和饮料制造企业的商业成功有着积极而重要的关系。研究建议尼日利亚的食品和饮料制造公司,尤其是那些目前业务成功率较低的公司,应采用电子营销,如内容营销、电子邮件营销和社交媒体营销,因为这将提高其业务成功率。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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