Chapter One: Introduction
1.1 Background of the Study
Digital marketing has transformed the business landscape, offering organizations innovative tools to engage customers, build brand awareness, and drive sales. Corporate communication plays a crucial role in facilitating the adoption of digital marketing strategies by ensuring alignment between organizational goals and marketing initiatives. In Dutsin-Ma Local Government Area, Katsina State, businesses are increasingly recognizing the potential of digital marketing but face challenges such as limited technical expertise, low internet penetration, and resistance to change. Studies indicate that effective corporate communication can overcome these barriers by promoting digital literacy, fostering collaboration, and enhancing stakeholder buy-in (Yusuf & Bello, 2024). This study explores the interplay between corporate communication and the adoption of digital marketing strategies, focusing on its implications for businesses in Dutsin-Ma.
1.2 Statement of the Problem
Despite the growing relevance of digital marketing, many businesses in Dutsin-Ma struggle to adopt and integrate these strategies effectively. Challenges such as inadequate communication, lack of stakeholder awareness, and resistance to innovation hinder the successful implementation of digital marketing initiatives. This study investigates how corporate communication can address these challenges and facilitate the adoption of digital marketing strategies.
1.3 Objectives of the Study
1.4 Research Questions
1.5 Research Hypotheses
1.6 Significance of the Study
This study provides insights into the role of corporate communication in facilitating the adoption of digital marketing strategies. The findings will help businesses in Dutsin-Ma develop effective communication frameworks to enhance digital marketing adoption and improve performance.
1.7 Scope and Limitations of the Study
The study focuses on businesses in Dutsin-Ma Local Government Area, Katsina State, examining the role of corporate communication in the adoption of digital marketing strategies.
1.8 Operational Definition of Terms
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Chapter One: Introduction
1.1 Background of the Study
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