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

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.