DIGITAL MARKETING AND ORGANISATIONAL PERFORMANCE OF AUTOMOBILE MANUFACTURING FIRMS IN PORT HARCOURT

Abstract

This study examined digital marketing and organisational performance of automobile manufacturing firms in Port Harcourt. Correlational survey design was adopted for this study. The population of this study was 60 managers from automobile manufacturing firms in Port Harcourt. The study adopted the census techniques.  Structured questionnaire instrument title “Digital Marketing and Organisational Performance Questionnaire (DMOPQ)”. Cronbach’s alpha reliability coefficient of 0.77 was used ascertained. PPMC (Person Product Moment Correlation) was used to test hypotheses on SPSS version 25.  The study finds out that there is a significant relationship between pay-per-click advertising and sales performance of automobile manufacturing firms in Port Harcourt. There is a significant relationship between green Production and productivity of manufacturing firms in Port Harcourt. There is a significant relationship between social media marketing and market share growth of automobile manufacturing firms in Port Harcourt. The study recommended among others that automobile manufacturing firms in Port Harcourt should allocate more resources to targeted PPC campaigns to attract specific segments of potential buyers.