e-Marketing and Firm’s Profitability in the Nigerian Paints Industry: The Analysis of Before and After Adoption
[1]
Olomu Michael Oluwaseun, National Centre for Technology Management (NACETEM), Obafemi Awolowo University, Ile-Ife, Osun State, Nigeria.
[2]
Irefin Isaac Adeyemi, Department of African Institute for Science Policy and Innovation (AISPI), Obafemi Awolowo University, Ile-Ife, Osun State, Nigeria.
Manufacturing firms continuously engage in deploying ICT for marketing to promote sales and find new ways to create and deliver value to customers. This study assessed the profitability performance of the Nigerian paints industry vis-à-vis before and after e-Marketing adoption. The study was carried using 240 questionnaire administered on paints manufacturing and marketing firms with a response rate of 84.5% in year 2014. The statistical analysis employed was Ordinary Least Squares technique and the performance measures considered were market share, sales growth and customer retention. The outcome revealed that before the adoption of e-Marketing, market share has more impact on profitability of the firms, while after the adoption of e-Marketing, the sales growth has more influence on the profitability performance of the firms. The study concluded that the deployment of appropriate ICT infrastructures in the companies would enhance the production and sales growth of the paints industry in Nigeria.
ICT, e-Marketing, Paints Industry, Market Share, Sales Growth, Customer Retention, Nigeria
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