INFLUENCE OF DIGITAL MARKETING ON MARKETING PRACTICE IN THE COVID-19 ECONOMY: A STUDY OF THE ULTIMATE CONSUMERS IN ABIA STATE, NIGERIA

This research investigated the influence of digital marketing on marketing practice in the COVID-19 economy with a particular reference to consumers in Abia State, Nigeria. Descriptive survey research design was adopted for the study. Two hundred and eighty-eight (288) respondents which formed the sample size of the study was determined using Topman’s formula and copies of a validated and reliable research instrument were administered to the respondents. The stated hypotheses were tested at 5% level of significance using multiple regressions with the aid of Statistical Package for Social Sciences (SPSS) version 23.0. The study found out that there is a significant and positive relationship between social media marketing, content marketing, display advertising, mobile marketing and marketing practice in the COVID-19 economy among consumers in Abia State, Nigeria. Again, the study disclosed that there is no significant relationship between search engine marketing and marketing practice in the COVID-19 economy among consumers in Abia State, Nigeria. The study recommends that businesses and individuals should pay undivided attention to matters that have direct connection to social media marketing, content marketing, display advertising and mobile marketing, since they have proven to enhance marketing practice in the COVID-19 economy in the study area. We further recommend that there should be enough emphasis on the efficacy of search engine marketing, so that attention of businesses and individuals can tilt towards that area of digital marketing platform.