An Assessment of the Impact of Artificial Intelligence on Digital Marketing: A Case Study of Jumia Nigeria in Yobe State
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Background of the Study
Artificial Intelligence (AI) has revolutionized digital marketing by enabling businesses to personalize customer experiences, optimize campaigns, and analyze large datasets for actionable insights. AI-driven tools such as chatbots, predictive analytics, and programmatic advertising have become essential for enhancing marketing efficiency and customer engagement (Chaffey & Ellis-Chadwick, 2023).
Jumia Nigeria, as a leading e-commerce platform, leverages AI to improve digital marketing strategies, including personalized product recommendations, dynamic pricing, and automated customer support. In Yobe State, where digital adoption is still evolving, understanding the impact of AI on digital marketing outcomes is essential to harnessing its full potential (Ogunyemi & Musa, 2024).
This study assesses the impact of AI on digital marketing practices at Jumia Nigeria, focusing on its operations in Yobe State.
Statement of the Problem
Despite the growing adoption of AI in digital marketing, challenges such as limited technical expertise, inadequate infrastructure, and consumer mistrust of automated systems can hinder its effectiveness. In Yobe State, where e-commerce penetration is still developing, Jumia faces obstacles in leveraging AI for optimal marketing outcomes (Adamu & Hassan, 2023).
This study examines the impact of AI on Jumia Nigeria’s digital marketing strategies, identifying challenges and proposing solutions to improve AI adoption and effectiveness.
Objectives of the Study
- To evaluate the impact of AI on Jumia Nigeria’s digital marketing strategies in Yobe State.
- To identify challenges hindering the effective use of AI in digital marketing at Jumia Nigeria.
- To propose strategies for optimizing AI adoption in digital marketing for Jumia Nigeria.
Research Questions
- How does AI impact digital marketing strategies at Jumia Nigeria in Yobe State?
- What challenges hinder the effective use of AI in digital marketing at Jumia Nigeria?
- What strategies can enhance the adoption and effectiveness of AI in digital marketing at Jumia Nigeria?
Research Hypotheses
- AI adoption does not significantly influence digital marketing outcomes at Jumia Nigeria.
- Consumer trust significantly impacts the effectiveness of AI-driven marketing strategies.
- Limited infrastructure does not significantly mediate the relationship between AI adoption and marketing effectiveness.
Scope and Limitations of the Study
This study focuses on the impact of AI on Jumia Nigeria’s digital marketing strategies in Yobe State. Limitations include access to proprietary AI data, varying levels of digital literacy, and external economic factors affecting e-commerce adoption.
Definitions of Terms
- Artificial Intelligence (AI): The simulation of human intelligence by machines, enabling tasks like data analysis, decision-making, and automation.
- Digital Marketing: The use of online platforms and digital tools to promote products or services.
- E-commerce: The buying and selling of goods or services online.
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