Digital Marketing Strategies and Marketing Performance of Private Secondary Schools in Port Harcourt, Nigeria
Asian Journal of Economics, Business and Accounting, Volume 22, Issue 24,
The study examined the relationship between digital marketing strategies and marketing performance of private secondary schools in Port Harcourt. The population of the study comprises of two hundred and fourteen (214) registered private secondary schools in Port Harcourt (Rivers State Yellow Page Directory, 2014/2015). Considering the need for precision and elimination of unnecessary biases on the sample size determination, the taro yamen formula was used to determine elements of the population, which is one hundred and thirty-nine (139) private schools in Port Harcourt. The study adopted the simple random sampling techniques, while the Pearson product moment correlation coefficient (PPMCC) assisted by the statistical package for social sciences (SPSS) Version 21.0 was used in testing the hypotheses. Two copies of the questionnaire were administered to each of the one hundred and thirty-nine (139), private secondary schools in Port Harcourt, totalling two hundred and seventy-eight (278) copies of questionnaire. Of the two hundred and seventy-eight (278) copies of the questionnaire that were distributed, two hundred and fifty-nine (259) copies representing 93.2% were retrieved and nineteen (19) which represents 6.8% were not retrieved. The study revealed that there is strong and positive relationship between digital marketing strategies and marketing performance of private secondary schools in Port Harcourt. The study further concludes that the dimensions of digital marketing strategies impacts marketing performance indicators. The study however recommends that private secondary schools in Port Harcourt should be more accustomed to the latest technology in the educational sector to be at par with international standards and to compete favourably on the international scene.
- Digital marketing
- search engine optimization
- digital affiliate marketing
- marketing performance
How to Cite
Aleksandar G, Olja M. The many faces of internet marketing Dubrovnik, IRENET-Society for Advancing Innovation and Research in Economy. 2017;412-7.
Omar M, Bathgate I, Nwankwo S. Internet Marketing ad customer satisfaction in emerging markets: the case f Chinese online Shoppers. An Int Bus J. 2011;21(2):224-37.
Ugonna A, Okoro O, Nebo N, Ojieze J. Effects of online marketing on the Behaviour of consumers in selected online companies in Owerri, Imo State-Nigeri International Journal of Business and Management Invention, ISSN. 2017; 66):32-43.
Kolter D, Armstrong G. principle of Marketing, Tenth. international ed. Pearson Education Limited; 2012.
Afrina Y, Sadia T, Kaniz F. Effectiveness of digital marketing in the challenging age: An empirical study, international Journal of Management Science and Business Administration. 2015;1(5), April 2015.
Barone MJ, Decarlo TE. Performance trends and salesperson evaluations. The moderating roles of evaluation task, managerial risk propensity and firm strategic orientation. J Personal Selling Sales Manag. 2012;32(2):207-23. DOI: 10.2753/PSS0885-3134320203
Jarvinen J, Tollinen A, Karja Iuoto H, Jayawardhena C. Digital and social media marketing usage in B2B industrial section. Mark Manag J. 2012;22(2):102-17.
Eid R, El-Gohary H. The impact of e-marketing use on small business enterprises’ marketing success. Serv Ind J. 2013;33(1):31-50. DOI: 10.1080/02642069.2011.594878.
Bagorogoza J, Waal AD. The role of knowledge Management in creating and sustaining high Performance Organization the case of Financial Institutions in Uganda. World J Entrep Manag Sustain Dev. 2010;6(4):307-24. DOI: 10.1108/20425961201000023
Achrol RS, Kolter P. Marketing in the network economy. J Mark. 2011;63(5): 146-63.
Koontz H, Donnell C. Introduction to management. New York: McGraw - Hill, Inc; 2003.
Davis FD. Perceived Usefulness, Perceived ease of use and user acceptance of information technology. MIS Q. 1989;13(3):319-40. DOI: 10.2307/249008
Bhargava M. Up Keeping with the new era of the digital world: digital Marketing & Prospects. Indian Streams Res J. 2015;4(12):7.
Pride WM, Ferrell OC. Marketing. 2012 ed Mason, Ohio: Southwestern. Cengage Learning; 2012.
Hattman D, Novak T. How to acquire customers on the web. Haward Bus Rev. 2000;179-88.
Turban E, King D, Lee J, Liang TP, Turban DC. Electronic commerce 2010, A managerial perspectives. NJ: Prentice Hall; 2010.
Gilmore A, Gallagher D, Henry S. E-marketing and SME’s: operational Lessons for the future. Eur Bus Rev. 2007; 19(3):234-47. DOI: 10.1108/09555340710746482
Kolter P, Keller K. Marketing management. 13th ed. Upper Saddle River: Prentice. Hall; 2009.
Hoge S, Cecil C. The electronic marketing manual. ABA J. 1993;22:175-85.
Watson RT, Pitt LF, Berthon P, Zinkhan GM. U-commerce: expanding the Universe of Marketing. J Acad Mark Sci. 2002; 30(4):333-47. DOI: 10.1177/009207002236909
Sheth JN, Sharma A. International e-marketing Opportunities and issues. Int Mark Rev. 2005;22(6):611-22. DOI: 10.1108/02651330510630249
Chaffey D. E-business & e-commerce management. Pearson Education; 2011.
Atshaya S, Srisfy R. Digital marketing vs. Internet marketing: A detailed study. Int J Novel Res Mark Manag Econ. 2016; 3(1):29-33.
Helsdingen JV. Consument Kijkt Slechts ee tel naar resultant in Zoekmachine; Adforesult. 2007;(3)(in Dutch, 64-5.
Wienclaw RA. Direct e-marketing. Res Starters Bus. 2017;1-6.
Curran K. Tips for achieving high Positioning in the results Pages of the Major Search Engines. Inf Technol J. 2004;3(2):202-5. DOI: 10.3923/itj.2004.202.205
Enge E, Spencer S, Stricchiola J, Fishkin R. The art of SEO: Mastering Search Engine Optimization. 2nd ed O’ Reilly Media. 2012;28.
Lammentt E, Sebastopol CA. Praxiwissen online-marketing, springer gabler; 2014.
Birkner C. The ABCs of Affiliate marketing on the web: How to use and profit from affiliate Marketing programs, Atlantic Publishing Group, Int; 2012.
Rob S. E-marketing: the essential guide to marketing in a digital world (5th). Creative commons Attribution noncommercial share Alike. Quirk educatio PTY; 2013.
Patrutiu BL. Digital Marketing Mix Specific to the IT field. Eng Sci, 2016;9(1). I:31-44.
Lebans M, Euske K. A conceptual and operational delineation of performance, business performance measurement. Cambridge University Press; 2006.
Gunday G, Ulusoy G, Kilic K, Alpkan. Effects of innovation types on firm performance. Sciencedirect; 2012.
Rashid S. Impact of Organizational culture on customer satisfaction: A study of Practitioners in public relation and corporate Communication Industry in Malaysia [thesis] International Islamic University. Lumpur: Malaysia Kuala; 2008.
Grawe SJ, Chen H, Daugherty PJ. The Relationship between strategic orientation service innovation and performance. Int J Phys Distrib Logist Manag. 2009;39(4): 282-300. DOI: 10.1108/09600030910962249
Lin C, Peng CH, Kao P. The relationship between the entrepreneurial orientation and firm growth Performance: under the action of absorptive capacity soft science. 2008;23:135-40.
Lin CH, Peng CH. The Innovative effect of market orientation and learning orientation on business performance. Int J Manpow. 2008;29(8):752-72.
Clark BH, Ambler T. Marketing Performance Measurement Evaluation of research and practice. Int J Bus Perform Meas. 2001;3(2/3/4):231-44.
Kariuki P, Baraza W. Performance of Internet Marketing as a Marketing strategy for Private Colleges in Mombasa country. Eur J Bus Manag. 2014:104-10.
Kimani E. Role of social media marketing on Organizational Performance in Kenya. J Bus Manag (10SR-JBM). 2015;17(1/1): 101-5.
Stokes R. E-marketing: the Essential guide to Digital Marketing. 4th ed cape town: quirk Education; 2011.
Zhang S, Cabage N. SEO, Companion of link building and social sharing. The J Comput Syst. 2017;57:10.
Malaga RA. Search engine optimization-black and white hat approaches, Adv.comp. 2010;78:1-39.
Kisiel R. Dealers get on top of Search engine results’. Automotive News. 2010; 84(6408):24-5.
Lee WI, Chen CW, Wu CH. Relationship between quality of Medical Treatment and customer satisfaction- a case study in dental clinic association. Int J Comput Inf Control. 2010;6:1805-22.
Lee J, Podlaseck M, Schonberg E, Hoch R, Gomory S. Understanding Merchandising effectiveness of Online stores electronic markets. 2011;(1): 20-8.
George D. The ABC of SEO. Morrisville: Lulu Press; 2005.
Berman R, Katonay Z. The role of Search Engine Optimization in Search Marketing. J Electron Mark. 2012;2(3):21-44.
Alimohammadi D. Metatag: means to control the process of web indexing. Online Inf Rev. 2003;27(4):238-42. DOI: 10.1108/14684520310489023
Burnett T. Market online B & T magazine. 2008;58(2682):44-5.
Kotter P, John TB, James CM. Marketing for hospitality and tourism. 5th ed; New upper saddle Rivers: Pearson Prentice-Hall; 2010.
Sonia D. Effectiveness of digital marketing strategies. Int J Innov Res Multidiscip Field. 2016;2(1):290-3.
Theodosius M, Katishea E. Antecedents and Performance of electronic business adoption in the hotel industry. Eur J Mark. 2012;46(1):258-83.
Weideman M, Krilzinger WT. Search Engine Information Retrieval: empirical Research on the usage fo metastases of Enhance website visibility and rankings of e-commerce website. Proceedings of the 7th world conference on systemics, cybernetics and informatics. Orlando, Florida, USA. 2003;6:231-6.
Abstract View: 14 times
PDF Download: 18 times