DIGITAL MARKETING STRATEGIES AND CUSTOMER FULFILLMENT: AN ASSESSMENT OF THE MODERATING ROLE OF TECHNOLOGICAL ORIENTATION OF AIRLINE OPERATORS IN NIGERIA

Abstract

The study investigated the relationship between digital marketing strategies and customer fulfilment of airlines in Nigeria. The aim was to examine the influence of digital marketing strategies on customer fulfilment. With respect to the theoretical underpinning, this research used Diffusion of Innovation Theory. The paper revealed that digital marketing strategies has influence on customer fulfilment.  It was concluded that the dimensions of digital marketing strategies (social media marketing, content marketing, mobile application, search engine optimisation) influence the measures of customer fulfilment (Customer engagement, electronic loyalty, and electronic word-of-mouth). Specifically, social media marketing has been confirmed to be a veritable business tool to not just create followership, but also improve customer engagement and e-loyalty. More so, digital contents on social media and other digital platforms are huge determinants to enhancing e-WOM referral. We therefore, recommends that, owners and managers of airlines in Nigeria should understand and develop a holistic approach of implementing an overall social media programme, as this research has confirmed its strategic importance in improving customer fulfilment. They should also coordinate and synchronise various social media platforms with traditional promotional activities for the purpose of achieving a successful integrated marketing communication. This research has proffered solution to contemporary issues confronting the aviation industry.