Journal of Digital Marketing and Communication

DIGITAL MARKETING ADOPTION AND PERFORMANCES OF FAST-FOOD COMPANIES IN DEVELOPING COUNTRIES

Chukwu Agatha Ejim — 2026-04-22

Abstract

This research investigated digital marketing practices and the profitability of fast-food enterprises in developing economies. To accomplish the study’s objectives, three specific research goals were formulated to provide direction for the investigation. The research employed a survey approach, with a population consisting of 250 permanent employees. 244 was the sample size administered. The structured questionnaire was validated by experts in marketing. Data obtained from the field were statiscally tested. The empirical findings revealed that email marketing, search engine optimization, and social media marketing exhibited significant positive relationships with the performance of fast-food companies in developing countries. Notably, the results indicated a substantial improvement in the performance of these companies over the past four years, suggesting that digital marketing strategies have exerted a strong and beneficial influence on their organizational outcomes. The study concluded that digital marketing, in its various dimensions, significantly enhances the performance and competitiveness of fast-food enterprises. Moreover, the findings showed that certain digital marketing tools possess greater efficacy in driving organizational performance than others. Consequently, it was recommended that fast-food companies should strategically leverage social media and other online platforms to strengthen their communication systems and optimize business performance.

Keywords: Digital Marketing, Search Engine Optimization, Social Media Marketing, Email Marketing, Organizational Performance, Fast-Food Firms.

FINANCIAL TECHNOLOGY (FINTECH) AND THE EXPANSION OF RURAL BANKING SERVICES IN SOUTH-WEST NIGERIA

Roberts Owoade David — 2026-04-22

Abstract

The study examined the extent Financial Technologies (FinTech) Electronic-Payments (E-payments) services in commercial banks have influenced the success of rural banking policy in Southwest, Nigeria. It was motivated by the problem of low permeation of rural dwellers banking in the South-West of Nigeria, making financial inclusion policy a herculean task. The specific objectives were, therefore, to ascertain the extent to which Fintech Credit Cards (E-Payment), Automated Teller Machines (ATM), and Fintech Point of Sales (POS) influence the adoption of modern financial technology services by rural dwellers in Southwest, Nigeria. Exploratory research design was adopted for the study, while data analysis were through multiple regression statistical tool. Results obtained indicate that: Fintech credit cards (e-payment), Automated Teller Machines (ATM), point of sales (POS), services could significantly make rural banking attractive to rural dwellers in the South-West of Nigeria. Based on these, it was recommended among other things that: Fintech services operators should reduce all the bureaucratic bottlenecks that make rural banking unattractive to rural dwellers in parts of Nigeria, and use fintech to reduce the socio-economic distance between rural and urban dwellers in the country.

Keywords: Fintech Services Adoption, Credit Cards, E-Wallets, E-Checks, ATMs, POS, Rural Banking.

THE IMPACT OF CUSTOMERS' PERCEPTIONS ON BRAND LOYALTY TO PENSION SERVICES ADMINISTRATORS IN NIGERIA¬¬¬

Itojong Hilary Etim — 2026-04-22

Abstract

This study investigates how customer perception influences brand loyalty in the Nigerian pension industry, using the Brand Equity Theory. Focusing on trust, service quality, and communication, a descriptive survey was conducted among 400 RSA holders in Lagos, Abuja, and Calabar. Findings from descriptive and inferential statistics show a strong positive correlation between customer perception and brand loyalty (r = 0.702, p < 0.01). Regression analysis confirms all three variables significantly predict loyalty, with trust as the strongest predictor. ANOVA further shows significant loyalty differences between clients of Trustfund and competitors such as Stanbic IBTC and ARM Pensions. The study suggests Trustfund strengthen digital communication, improve customer experience, and benchmark industry leaders. It concludes that customer perception is a strategic differentiator in the competitive pension environment.

Keywords: Customer Perception, Brand Loyalty, Pension Fund Administrators, Service Quality, Communication, Brand Equity Theory.

SOCIAL MEDIA ADVERTISING AND PROMOTION OF DENTAL HEALTH IN CROSS RIVER STATE- NIGERIA

Uguru Anthony Inyang — 2026-04-22

Abstract

This work investigated the extent social media advertising promotes dental health in Cross River State, Nigeria. Social media advertising has been used in some developed countries as a social marketing tool in changing negative dental health behaviour amongst people. The pragmatic research philosophy was used in a descriptive research method. The target population were dental professionals and dental patients in Calabar Municipality, Yakurr and Ogoja Local Government Areas of Cross River State, Nigeria. The Pearson product- moment correlation coefficient was used for the analysis with SPSS version 21. The study results revealed that Facebook, YouTube, WhatsApp, Twitter and Instagram have significant relationship with promotion of positive dental health behavior in the study areas. The researchers then recommended that social marketers and dental health professionals should take advantage of the mass use of these social media platforms in the country to inform and educate the public on sound dental health habits.

Keywords: Social Media Advertising, Dental Health Attitude, Facebook, Youtube, Whatsapp, Twitter, Instagram.

COMPARATIVE ASSESSMENT OF CASSAVA PRODUCTION IN NIGERIA, GHANA AND CAMEROON TOWARDS PROMOTING FOOD SECURITY

Amangho Gaius Ndifongsah — 2026-04-22

Abstract

Cassava remains one of Africa’s most strategic staple crops due to its resilience to climate stress, versatility in consumption, and importance to rural livelihoods. This study critically compares cassava production systems in Nigeria, Ghana, and Cameroon with a focus on their implications for food security and agro‑industrial development. Using the Compound Annual Growth Rate (CAGR) computations, for a quantitative comparative research design based on secondary data from FAO, FAOSTAT, World Bank, and national statistical agencies, the study examines production trends, productivity levels, value‑chain integration, and policy frameworks between 2020 and 2025. Findings reveal that although Nigeria remains the world’s largest producer of cassava by volume, Ghana and Cameroon outperform Nigeria in yield efficiency and export orientation. Weak agro‑processing capacity, limited market integration, and infrastructural bottlenecks continue to constrain Nigeria’s cassava sector, thereby reducing its contribution to food security and trade competitiveness. The study concludes that productivity‑enhancing technologies, regional value‑chain integration, and targeted agro‑industrial policies are critical to transforming cassava from a subsistence crop into a food‑security and export‑led growth driver across West and Central Africa.

Keywords: Cassava production, food security, comparative agriculture, Nigeria, Ghana, Cameroon.

GREEN LOGISTICS ADOPTION AND THE MARKETING PERFORMANCE OF BREWERY COMPANIES IN NIGERIA

Okonkwo Raphael Valentine Obodoechi — 2026-04-22

Abstract

This research investigated the implementation of green logistics and its impact on the marketing performance of beer firms in Nigeria. The study's particular objectives were to investigate the impact of eco-friendly packaging on consumer patronage of Nigeria Breweries Plc products in Nigeria and to ascertain the degree to which sustainable storage and materials handling boost sales. The objectives were to assess the impact of optimizing transportation routes and modes on the market share of Nigeria Breweries Plc products in Nigeria. An exploratory survey design was utilized for the methodology in this study. The study population comprised 22,287,006 individuals, from which a sample size of 400 was statistically calculated. The systematic random sampling method was employed to choose the sample elements and to conduct the questionnaire. The findings reveal that eco-friendly packaging significantly influences consumer patronage of Nigeria Breweries Plc products. In the six states of Southern Nigeria, sustainable warehousing and materials handling have substantial favorable impact on the sales growth of Nigeria Breweries plc products; enhancement of the means and routes of transportation significantly enhanced Nigeria's market share.

Keywords: Sustainable Logistics, Eco-friendly packaging, Consumer patronage, Sustainable Storage, Materials handling, Breweries.

DESTINATION PACKAGING AND THE LENGTH-OF-STAY OF VISITORS TO CALABAR, CROSS RIVER STATE, NIGERIA

OJIKE CHRIS IFEANYI — 2026-04-22

Abstract

This study investigates the effect of destination packaging on the length of stay of visitors in Calabar, Cross River State, Nigeria. The research was motivated by the paradox that, despite the considerable tourism potential and diverse attractions across the state, Calabar remains in the lower phase of its destination life cycle relative to competing destinations. This raises critical concerns about why visitors often spend only a short duration in the destination, particularly during and immediately after the Calabar Carnival. A convenience sampling technique was employed to survey 387 tourists who visited Calabar during the 2022 Annual Calabar Carnival. Data were collected using a structured questionnaire based on a five-point Likert scale. Following preliminary data screening and cleaning, hypotheses were tested using multiple linear regression analysis. The results revealed that destination attraction, accommodation, amenities, accessibility, and safety/security exerted significant and positive effects on visitors’ length of stay. The study recommends the urgent renovation, maintenance, and restoration of tourist attractions to sustain their appeal and image. Furthermore, the government should strengthen peace-building initiatives and adequately equip security agencies to enhance safety. Regulatory bodies are advised to conduct regular supervision and monitoring of accommodation facilities to ensure quality service delivery and environmental sustainability. Finally, the Cross River State Tourism Board should foster stronger partnerships between public and private stakeholders, both locally and internationally, to advance tourism development in the state.

Keywords: ‎Tourism, Destination Packaging, Destination Attraction, Accommodation, Amenities, Accessibility, Security.

DIGITAL COMMUNICATION AND TOURISM DESTINATION MARKETING IN CROSS RIVER STATE, NIGERIA

Orji Nina — 2026-04-22

This study investigates how digital communication technologies contribute to the effective marketing of tourism destinations in Cross River State, Nigeria. Drawing from contemporary literature on information and communication technologies (ICTs) and tourism marketing, the study positions digital communication as a critical strategic resource for enhancing destination awareness, stimulating tourist patronage, and achieving sustainable competitive advantage. Building on insights from relevant empirical and theoretical works, the study proposes a testable framework for ICT-enabled tourism marketing within a developing economy context. A survey research design was adopted, while data were analyzed using Pearson’s Product Moment Correlation through the Statistical Package for Social Sciences (SPSS) version 21. The findings demonstrate that digital communication plays a significant role in promoting tourist attractions in Calabar, leading to improved tourist satisfaction. In addition, the results reveal a strong association between digital communication and the sustainable competitive advantage of tourism destinations in the study area.

Keywords: Digital Communication, Information and Communication Technology, Tourism Marketing, Tourist Patronage, Sustainable Competitive Advantage.

EFFECT OF TOURISM DEVELOPMENT ON POVERTY REDUCTION IN CROSS RIVER STATE

Nnebuchi Peace — 2026-04-22

Abstract

The study examined the effect of tourism development on poverty reduction in Cross River State, Nigeria. Specifically the study analysed the effect of employment generation, tourism infrastructure development, tourism policies and regulations, and tourism community empowerment on poverty reduction in the Cross River State economy. A survey research design with a census sample of 45 staff was adopted in the study. The data were analyzed with the use of descriptive statistics, and the hypotheses were tested using Multiple Regression Analysis. The finding revealed that employment generation has a positive effect on poverty reduction (Beta = 0.674, P < 0.05). Tourism infrastructure development has a positive effect on poverty reduction (Beta = 0.652, P<0.05). Tourism policies and regulations positively affect poverty reduction (Beta = 0.764, P<0.05). Lastly, Tourism community empowerment has a positive effect on poverty reduction (Beta = 0.637, P < 0.05). Based on these outcome, it is recommended among other things, that the management of the Cross River State Tourism Bureau should improve employment-generation in the State through tourism, as this will enhance socio-economic development, and helps to reduce poverty. They should also prioritize investment in tourism infrastructure projects to ensure the long-term success of the tourism sector.

Keywords: Tourism Development, Employment Generation, Tourism Infrastructure, Tourism Policies, Tourism Regulations, Poverty Reduction.