ENTREPRENUERIAL INNOVATIVENESS AND DIGITAL MARKETING PERFORMANCE IN FINTECH INDUSTRY IN SOUTH/SOUTH, NIGERIA

Abstract

This study empirically examined the relationship between entrepreneurial innovativeness and digital marketing performance in the fintech industry in the South-South region of Nigeria. A descriptive survey research design was adopted to achieve the study objectives. The population comprised thirty-six (36) fintech firms registered with the Central Bank of Nigeria (CBN) as of 2025 and operating within the South-South geopolitical zone. Primary data were collected through self-administered structured questionnaires, with ten (10) copies distributed to managerial staff in each firm, resulting in a total sample size of three hundred and sixty (360) respondents. The research instrument was subjected to validity and reliability testing, including a test–retest procedure, to ensure consistency and accuracy of measurement. Data were analyzed using descriptive statistics to address research questions, while the Pearson Product Moment Correlation Coefficient (PPMC) was employed to test the formulated hypotheses, with the aid of Statistical Package for Social Sciences (SPSS), version 25. The findings revealed a strong and significant positive relationship between entrepreneurial innovativeness and digital marketing performance in the fintech industry. This suggests that firms that continuously adopt innovative approaches are more likely to enhance marketing outcomes, including improved sales performance and customer retention. The study concludes that sustaining entrepreneurial innovativeness is essential for improving digital marketing performance in fintech firms. It recommends that financial institutions should leverage the growing adoption of fintech platforms by forming strategic partnerships with technology providers, thereby enhancing service delivery, expanding market reach, and contributing to broader economic growth and development.