Investigating Digital Marketing Technologies Usage Extent in the Nigerian Telecommunications Industry: A Study from the Consumers Perspective

Digital communication technologies have become an important part of our daily lives with billions of users on the Internet and social media. This study examined the types of digital marketing technologies available in the telecommunications industry in Nigeria, and determined the extent of usage of the technologies. The study employed a survey method. The Cochran formula was used to calculate an ideal sample size since the total population size of online consumers is infinite. Based on this calculation 500 respondents were surveyed due to the researcher convenience, cost and accessibility to the respondents. Data were collected using both primary and secondary sources. An online well-structured designed questionnaire (Google survey) was attached via online platforms. The questionnaire elicited information on telecommunications service consumers’ characteristics, consumers’ knowledge on different digital marketing tools, and the extent of use of the digital marketing technologies among telecommunications consumers in Nigeria. The results showed that social media marketing 142 (29.3%) was the most commonly used digital marketing technology by telecommunications service consumers. From a general standpoint, with an average weighted mean of 2.69 and maximum rating of 5 shows that Nigerian telecommunications service consumers use digital marketing technologies moderately, with social media networking sites being the most prevalent digital marketing platform used by the consumers with the highest mean value (Mean=3.16, SD=1.37).
Author(s): Oluwadamilola Aminat Lawal

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