ELECTRONIC MARKETING AND ORGANIZATIONAL GROWTH IN THE AVIATION INDUSTRY IN NIGERIA

Abstract

This study examined E-marketing and organizational growth in the aviation industry in Nigeria. It aimed to explore the effects of online advertising and email marketing on the performance of aviation industry in Nigeria. The study adopted a cross-sectional survey research design. It used a structured questionnaire to obtain primary data from 295 operators of the airlines. The hypotheses developed for the study were statistically tested using multiple linear regression with the aid of the Statistical Package for the Social Sciences (SPSS 23). The findings of the study revealed that online advertising and email marketing had significant positive effects on the aviation industry. Therefore, the study conclude that e-marketing has a positive significant impact on the growth of the aviation industry in Nigeria and recommend that E-marketing should be used to promote the organizational products, there must be a good marketing strategy in the organization so as to improve the organizational growth.