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The Role of Geo-Targeting in Mobile Advertising Success: A Study of Jumia Nigeria in Jigawa State

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Background of the Study

Geo-targeting in mobile advertising refers to the use of location-based data to deliver customized advertising content to consumers based on their geographical location. This technology has become a key tool for marketers looking to reach specific audiences in real-time, especially in emerging markets like Nigeria (Nwokedi & Olamide, 2023). Jumia Nigeria, the country’s largest e-commerce platform, has been leveraging geo-targeting techniques to enhance its mobile advertising campaigns, aiming to attract consumers by offering region-specific discounts, promotions, and product recommendations.

In Jigawa State, where mobile phone usage is increasing, but internet penetration is still developing, geo-targeting offers a unique opportunity for brands like Jumia to engage customers effectively. This state has a predominantly rural population, and tailoring mobile ads based on specific locations, weather, local events, or even time of day can increase the relevance of the messages, improving user engagement (Chinonso & Sulaimon, 2024). Jumia’s geo-targeted mobile ads enable the company to push tailored promotions for products that are regionally relevant, whether related to local traditions, festivals, or seasonal shopping trends.

This study explores how Jumia Nigeria utilizes geo-targeting to drive mobile advertising success in Jigawa State. It seeks to examine whether this marketing strategy leads to higher conversion rates, consumer engagement, and improved sales outcomes in a region that faces infrastructural and socio-economic challenges.

Statement of the Problem

Although geo-targeting has been widely used in mobile advertising globally, its specific impact on e-commerce platforms such as Jumia Nigeria in regions like Jigawa State is not well-documented. While it is presumed that geo-targeted mobile ads improve user experience and drive sales, there is limited empirical research that evaluates how this strategy performs in a state where mobile internet usage is still developing. Moreover, the effectiveness of geo-targeted advertising may vary based on regional factors such as consumer behavior, technology adoption rates, and cultural nuances.

This research seeks to fill this gap by analyzing the impact of geo-targeting in Jumia Nigeria’s mobile advertising strategy in Jigawa State, specifically assessing the relationship between geo-targeted ads and consumer engagement and conversion rates.

Objectives of the Study

  1. To evaluate the effectiveness of geo-targeting in Jumia Nigeria’s mobile advertising campaigns in Jigawa State.

  2. To analyze the relationship between geo-targeted ads and customer engagement in Jigawa State.

  3. To determine how geo-targeting influences sales conversion rates for Jumia Nigeria in Jigawa State.

Research Questions

  1. How effective are geo-targeted mobile advertisements in engaging consumers in Jigawa State?

  2. What impact does geo-targeting have on sales conversion rates for Jumia Nigeria in Jigawa State?

  3. How does the use of geo-targeting influence consumer behavior and product selection in Jigawa State?

Research Hypotheses

  1. Geo-targeted mobile ads significantly increase consumer engagement in Jigawa State.

  2. Geo-targeting in mobile ads significantly improves sales conversion rates for Jumia Nigeria in Jigawa State.

  3. Consumers in Jigawa State are more likely to purchase products promoted through geo-targeted mobile ads than those promoted through general national campaigns.

Scope and Limitations of the Study

This study will focus on Jumia Nigeria’s use of geo-targeting in mobile advertising within Jigawa State, specifically assessing consumer engagement and sales outcomes. The research will be limited to the effects of geo-targeting on mobile ad campaigns in Jigawa State and will not consider other advertising techniques or regions of Nigeria. Limitations include the challenge of isolating the effects of geo-targeting from other marketing factors and potential discrepancies in data availability due to technological constraints in the region.

Definitions of Terms

  • Geo-Targeting: The use of geographic location data to deliver customized content or advertisements to consumers based on their physical location (Chinonso & Sulaimon, 2024).

  • Mobile Advertising: Advertising that is delivered to consumers via their mobile devices, often using targeted methods based on location, interests, or browsing behavior (Nwokedi & Olamide, 2023).

  • Conversion Rate: The percentage of consumers who take a desired action, such as making a purchase, after interacting with an advertisement or marketing campaign.





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