DIGITAL MARKETING STRATEGIES AND BRAND LOYALTY OF UNIVERSITY LECTURERS FOR TABLE WATER PRODUCT IN CROSS RIVER STATE, NIGERIA

Abstract

The study examined the influence of Digital Marketing Strategies on brand loyalty of University Lecturers for table water products in Cross River State, Nigeria. To achieve the purpose of this study, three specific purposes, three research questions and three null hypotheses were formulated to guide the study. The study adopted descriptive survey design. The population for the study comprised of 4,904 University lecturers in Cross River State, Nigeria. Simple random sampling technique was used to select a sample of 357 respondents with the help of Krejcie and Morgan Sampling Table. A structured questionnaire titled Digital Marketing Strategies and Brand Loyalty Questionnaire (DMSBQ) was used for data collection. One expert from University of Calabar and two from University of Uyo validated the instrument. The reliability of the instrument was determined using Cronbach Alpha Statistics which yielded a reliability coefficient of 0.87. Simple linear regression analysis was used to answer research question and tested the hypotheses at 0.05 level of significance. Findings revealed that content marketing strategy, search engine marketing strategy, mobile marketing strategy have a very low extent of influence of brand loyalty for table water product in Cross River State. On the basis of these findings, it was concluded that improvement in the marketing strategies by marketing firms is very expedient in sustaining economic activities of table water products. It was recommended among others that marketing firms should develop high quality and engaging contents highlighting the quality, safety, and unique selling points of table water products.