Digital marketing and financial inclusion; a study of Orba modern market in Udenu local government area, Enugu State
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
Publication history:
Received on 30 March 2024; revised on 06 May 2024; accepted on 08 May 2024
Abstract:
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.
Keywords:
Financial Inclusion; Digital Marketing; Rural Markets; Barriers; Nigeria; Empowerment
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Copyright © 2024 Author(s) retain the copyright of this article. This article is published under the terms of the Creative Commons Attribution Liscense 4.0