An Evaluation of IT-Driven Marketing Strategies and Consumer Engagement: A Case Study of Retail Businesses in Benue State
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- NGN 5000
Background of the Study
The digital era has transformed marketing strategies, with IT-driven approaches such as social media marketing, email campaigns, and data analytics enabling personalized consumer engagement. These strategies enhance customer interactions, drive loyalty, and improve brand visibility (Abuja & Edeh, 2024).
Retail businesses in Benue State are increasingly leveraging IT-driven marketing to attract and retain customers in a competitive market. However, there is limited research on how these strategies influence consumer engagement, particularly in the context of local retail dynamics. This study evaluates the effectiveness of IT-driven marketing strategies in fostering consumer engagement in Benue State.
Statement of the Problem
While IT-driven marketing strategies hold great promise, many retail businesses in Benue State face challenges such as inadequate digital infrastructure, limited technical expertise, and resistance to change. These issues hinder their ability to fully leverage IT tools for consumer engagement, leading to missed opportunities for growth and customer loyalty.
Objectives of the Study
- To evaluate the impact of IT-driven marketing strategies on consumer engagement in Benue State.
- To identify challenges faced by retail businesses in implementing IT-driven marketing.
- To assess the effectiveness of specific IT tools in enhancing consumer engagement.
Research Questions
- What is the impact of IT-driven marketing strategies on consumer engagement in Benue State?
- What challenges do retail businesses face in implementing IT-driven marketing?
- How effective are specific IT tools in enhancing consumer engagement?
Research Hypotheses
- IT-driven marketing strategies do not significantly impact consumer engagement in Benue State.
- Challenges in implementing IT-driven marketing do not significantly affect its effectiveness.
- Specific IT tools do not significantly enhance consumer engagement.
Scope and Limitations of the Study
This study focuses on retail businesses in Benue State that have adopted IT-driven marketing strategies from 2023 to 2025. Limitations include varying levels of IT adoption and potential respondent biases in evaluating consumer engagement.
Definitions of Terms
IT-Driven Marketing Strategies: Marketing approaches that leverage digital tools and technologies for consumer engagement.
Consumer Engagement: The interaction between businesses and customers aimed at building relationships and loyalty.
Digital Infrastructure: The technological framework that supports IT-driven activities.
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