MAXIMIZING WESITE AND SEARCH ENGINGE MARKETING USAGE IN SUPPLY CHAIN PERFORMANCE OF LOGISTICS FIRMS IN NIGERIA
Author(s): AGNES EDEM BASSEY
Institute(s): UNIVERSITY OF CALABAR
Volume 4 / Issue 1
Abstract
The study examined digital marketing and supply chain performance of logistics firms in Calabar, Cross River State. Its specific purpose was to examine the effects of website marketing and search engine marketing on supply chain performance. The study adopted cross-sectional survey research design. A structured questionnaire was used to obtain primary data from 357 customers of logistics firms in Calabar. Descriptive statistics were applied for data analysis and interpretation, while the hypotheses developed for the study were tested using multiple linear regression in the Statistical Package for the Social Sciences (SPSS 26). Findings of the study revealed that website marketing contributed the most, followed by search engine marketing. Hence, the study concluded that digital marketing strategies play a critical role in improving the supply chain performance of logistics firms in Calabar, Cross River State. It then recommended that logistics firms should step up their use of digital marketing by increasing visibility, running more targeted advertising, allowing customers to book services, engaging actively with customers, and using reviews to build trust and improve services. It was also recommended that logistics firms should intensify the use of website and search engine optimization to maintain consistent engagement and trust with customers.
Number of Pages: 13
Number of Words: 5892
First Page: 112
Last Page: 123