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eISSN: 2581-9615 || CODEN: WJARAI || Impact Factor 8.2 ||  CrossRef DOI

Research and review articles are invited for publication in March 2026 (Volume 29, Issue 3) Submit manuscript

Digital marketing and financial inclusion; a study of Orba modern market in Udenu local government area, Enugu State

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  • Digital marketing and financial inclusion; a study of Orba modern market in Udenu local government area, Enugu State

Onwuka Ifunanya Amara, Amoke Chibuike Thaddeus and Melugbo Doris Ujunwa *

Department of Public Administration and Local Government, University of Nigeria Nsukka, Nigeria.
 
Research Article
World Journal of Advanced Research and Reviews, 2024, 22(02), 524-540
Article DOI: 10.30574/wjarr.2024.22.2.1404
DOI url: https://doi.org/10.30574/wjarr.2024.22.2.1404
 
Received on 30 March 2024; revised on 06 May 2024; accepted on 08 May 2024
 
The study explored digital marketing's role in fostering financial inclusion in Orba Main Market, Udenu Local Government, Enugu State, using a mixed-method approach. While residents displayed varying levels of awareness and adoption of digital financial services, many actively utilized them despite facing challenges such as language barriers, low literacy, and poor internet connectivity. Educational attainment positively influenced awareness, while age negatively impacted perceptions. The findings underscored the need for comprehensive strategies to enhance digital literacy, trust, and infrastructure, aiming to boost market participation and economic empowerment in rural areas. Recommendations included tailored awareness campaigns, improved accessibility, and stakeholder collaboration to address these barriers effectively.
 
Financial Inclusion; Digital Marketing; Rural Markets; Barriers; Nigeria; Empowerment
 
https://wjarr.com/sites/default/files/fulltext_pdf/WJARR-2024-1404.pdf

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Onwuka Ifunanya Amara, Amoke Chibuike Thaddeus and Melugbo Doris Ujunwa. Digital marketing and financial inclusion; a study of Orba modern market in Udenu local government area, Enugu State. World Journal of Advanced Research and Reviews, 2024, 22(2), 524-540. Article DOI: https://doi.org/10.30574/wjarr.2024.22.2.1404

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