DIGITAL CONTENT MARKETING AND CUSTOMER LOYALTY IN NIGERIAN UNIVERSITY

I. O. ESHIETT; O. E. ESHIETT; G. O. UWHUBETINE

I. O. ESHIETT Department of Marketing, Akwa Ibom State University, Oruk Anam, Akwa Ibom State, Nigeria.
O. E. ESHIETT Department of Business Administration, ICT University, Messassi, Yaunde, Cameroun.
G. O. UWHUBETINE Department of Marketing, Faculty of Business Administration, University of Uyo, Nigeria

Keywords: Digital marketing, traditional marketing, online content, media marketing, customer Loyalty

Abstract

The evolution of marketing concepts in recent years has made possible the use of various contents that are perceptible, comprehensible, and appreciable by customers. Such avenues are tailored to suit the needs and expectations of the customers in the digital era of content marketing in business. In essence, business concerns could aspire to design a dependable platform using engaging content to attract customers by satisfying and retaining them for future business growth and development. The purpose of this study is to examine the effect of digital content marketing in directing traffic to a particular content owner through an increased level of customer loyalty. The study defines and appraises the concept of digital content marketing and the effect of engaging marketing content on customer loyalty. The respondents for this study were postgraduate students of Ahmadu Bello University, Nigeria. The study designed and administered some digital Content marketing-related questions that could induce customer loyalty to respondents. The data obtained from the study were analyzed using the Pearson Correlation Coefficient technique; the study revealed that the accomplishment of unambiguous and dependable content by business concerns could increase the delight of organizational customers. The analysis of data revealed that there is a link between digital content marketing and customer loyalty in Nigerian Universities. In conclusion, the study appraises the need for effective dissemination of information through digital marketing content to encourage end-users to break away from the grip of traditional marketing platforms and embrace the new concept of digital content marketing in Nigeria.