Digitization and customer engagement in developing economies: Prospective research direction for sustainable B2B growth
1 Department of Marketing, Awa Ibom State University, Obio-Akpa Campus, Nigeria.
2 Department of Business Administration, ICT University, Messassi, Yaunde, Cameroun.
Research Article
World Journal of Advanced Research and Reviews, 2024, 24(03), 1899-1913
Article DOI: 10.30574/wjarr.2024.24.3.2263
Publication history:
Received on 10 October 2024; revised on 14 December 2024; accepted on 17 December 2024
Abstract:
The essence of this study is to address the dearth in research on the dynamic pace of digital encroachment in the Nigerian Marketplace. The advent of Information and Communications Technology (ICT) has dramatically switched end users from the traditional marking perception to the new world of digitization in almost every aspect of business endeavor. Firms are faced with the herculean task of engaging customers and prospect within the globalized market reality. The purpose of this study is to examine the impact of customer engagement marketing concept within the framework of an enlarges digital incursion in the marketplace. Basic issues this study intends to address includes; socio-cultural perception, technological infrastructural gap and the buyer-seller brand loyalty disconnect. The study will adopt key developing discourse, concepts and theories of customer engagement. Descriptive research methodology using multiple regression analysis will be adopted; primary and secondary research techniques will be used to obtain information through personal interviews and from documented investigations conducted in this field of study, the outcome of the study analysis will form the core basis of the discussion of the findings. The conclusion and recommendations will be extrapolated from the study objective and the discussion of findings, further recommendation will address the need for industrialized nations should assist Business -to-Business B2B in Low- and Medium-Income Countries (LMIC’s)augment digitally from its current position into the 21st century digital space and stakeholders should make adequate effort towards digital infrastructural provision in Nigeria, in order to reap from anticipated gains of digitization.
Keywords:
Customer engagement; Digital technology; Socio-Cultural setbacks; Developing Economies; Sustainability; and Business to Business Relationship
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