DIGITAL MARKETING PRACTICES AND BUSINESS COMPETITIVENESS IN NIGERIA

Abstract

This study examines the effect of digital marketing practices on business competitiveness of Jumia Nigeria Limited, which is one of Africa’s leading e-commerce platforms. With the increasing importance of digital marketing in driving business growth, this research investigates how content marketing, social media marketing, and mobile website marketing contribute to Jumia's competitive edge in the Nigerian market. A quantitative research design was employed, utilizing structured questionnaires administered to a sample of 250 respondents comprising Jumia employees and customers. Multiple regression analysis was used to test the hypotheses and evaluate the impact of each digital marketing practice on business competitiveness. The findings revealed that all three digital marketing practices—content marketing, social media marketing and mobile website marketing—have a significant positive relationship with business competitiveness. Social media marketing had the strongest correlation, highlighting its crucial role in customer engagement, brand visibility, and sales conversion. Content marketing was also found to be vital in building long-term customer loyalty and fostering trust through personalized and informative content. Additionally, mobile website marketing demonstrated its importance in enhancing user experience, accessibility, and customer retention in an increasingly mobile-driven market. The study concludes with recommendations for businesses to further enhance its digital marketing efforts, including the expansion of influencer partnerships, investment in mobile technology, and the utilization of customer data analytics for targeted marketing campaigns. These strategies will not only improve businesses market positioning but also ensure sustained growth and customer satisfaction in the dynamic e-commerce landscape.