The Impact of Digital Marketing Strategies on Customer Engagement: A Case Study of Jumia Nigeria in Kano State
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Background of the Study
Digital marketing strategies, including social media advertising, search engine optimization, and email campaigns, have revolutionized customer engagement. They enable companies to reach broader audiences, tailor content, and build strong customer relationships. In Nigeria's e-commerce sector, Jumia has leveraged digital marketing to attract and retain customers, particularly in Kano State, a growing urban market (Okoro & Ahmed, 2023).
As customer expectations evolve, the effectiveness of digital marketing strategies in fostering engagement becomes critical. This study investigates the impact of Jumia’s digital marketing initiatives on customer engagement in Kano State, focusing on their ability to build loyalty and drive sales (Adamu & Bello, 2024).
Statement of the Problem
Despite significant investments in digital marketing, Jumia faces challenges such as low conversion rates, limited customer loyalty, and high competition. These issues highlight the need to critically evaluate the effectiveness of its marketing strategies in Kano State (Musa & Ibrahim, 2025).
This study examines how digital marketing influences customer engagement and identifies areas for improvement.
Objectives of the Study
- To analyze the digital marketing strategies used by Jumia Nigeria in Kano State.
- To evaluate the impact of these strategies on customer engagement.
- To propose recommendations for enhancing digital marketing effectiveness.
Research Questions
- What digital marketing strategies are implemented by Jumia Nigeria in Kano State?
- How do these strategies impact customer engagement?
- What recommendations can improve digital marketing effectiveness?
Research Hypotheses
- Digital marketing strategies do not significantly influence customer engagement.
- Customer loyalty is not significantly impacted by digital marketing initiatives.
- Proposed recommendations do not significantly improve digital marketing outcomes.
Scope and Limitations of the Study
The study focuses on Jumia Nigeria’s digital marketing strategies and their impact on customer engagement in Kano State. It excludes other e-commerce companies and non-digital marketing strategies. Limited access to internal marketing performance data may pose challenges.
Definitions of Terms
- Digital Marketing Strategies: Online marketing techniques, such as SEO, social media, and email campaigns.
- Customer Engagement: The level of interaction and connection between customers and a brand.
- Jumia Nigeria: A leading e-commerce platform in Nigeria.
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