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

O. A. Lawal; G. O. Binuyo; T. O. Oyebisi

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

O. A. Lawal * §

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G. O. Binuyo

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T. O. Oyebisi

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Obafemi Awolowo University

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

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Abstract

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.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

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Not applicable for this article.

How to Cite This Article

O. A. Lawal, G. O. Binuyo, T. O. Oyebisi. 2021. "Investigating Digital Marketing Technologies Usage Extent In The Nigerian Telecommunications Industry: A Study from the Consumers Perspective". Global Journal of Computer Science and Technology - H: Information & Technology GJCST-H Volume 21 (GJCST Volume 21 Issue H2).

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GJCST Volume 21 Issue H2

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Journal Specifications

Crossref Journal DOI 10.17406/gjcst

Print ISSN 0975-4350

e-ISSN 0975-4172

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Classification

GJCST-H Classification J.1

Submission ReceivedJune 9, 2021
Peer Review Double Blind
Handling Editor
Accepted July 2, 2021
Published July 15, 2021

Version of record

v1.2

Issue date

April 19, 2021

Language

English

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