Browsing by Author "Anyanwu, Amarachi Theodora"

Now showing 1 - 1 of 1
  • Thumbnail Image
    ItemOpen Access
    Effects of adoption intensity of digital marketing techniques on the efficiency of food commodity marketing in Imo State, Nigeria
    (Federal University of Technology, Owerri, 2025-11) Anyanwu, Amarachi Theodora
    The study examined the effects of adoption intensity of digital marketing techniques on the efficiency of food commodity marketing in Imo State, Nigeria. The specific objectives were to describe the socioeconomic characteristics of the respondents, describe the various digital food marketing techniques in food commodity marketing, determine the adoption intensity of digital marketing techniques in food commodity marketing, analyze the factors influencing adoption intensity, in digital food marketing techniques, determine the effect of adoption intensity, its features on the rate of return in capital investment on digital food marketing techniques, and determine the effect of adoption intensity, its features on the efficiency of digital food commodity marketing techniques in the study area. Primary data were collected from 150 respondents using a well-structured questionnaire and the data were analyzed using descriptive statistics, adoption index model, multinomial logistic regression model, and Ordinary Least Square multiple regression models. Descriptive statistics revealed that the average age of digital food marketers was 34 years. The majority were female (61.33%) and possessed tertiary education qualifications (68.67%). Most respondents were married (56%), had an average household size of four persons, and had six years of experience in digital marketing. Findings on digital marketing techniques indicated high adoption rates for Facebook (5.00±0.00), WhatsApp (5.00±0.00), Instagram (4.88±0.432), TikTok (4.11±1.190), X Handle (3.42±1.459), SMS (5.00±0.00), YouTube (3.03±1.211), and Affiliate Marketing (3.02±1.712). Adoption intensity scores further showed Facebook (5.00), WhatsApp (5.00), Instagram (5.31), TikTok (5.30), X Handle (4.88), SMS (5.00), YouTube (4.24), and Affiliate Marketing (4.73) as key platforms used. The usage distribution revealed universal use of Facebook, WhatsApp, and SMS (100% each), while Instagram (90.67%), Affiliate Marketing (61.33%), YouTube (59.33%), TikTok (56%), and X Handle (36%) followed. Classification based on adoption intensity identified Late Adopters (22%), Late Majority (63.33%), Early Majority (13.33%), and Innovators (1.34%). Multinomial logistic regression showed that factors such as age (P<0.01), educational attainment (P<0.05), and access to information (P<0.1) significantly influenced adoption categories, with a pseudo-R² value of 63.2%. Analysis of the impact on capital investment returns indicated that 73.8% of the variation was explained by the model's variables. Significant factors included adoption intensity (P<0.1), cost of platform use (P<0.01), educational level (P<0.01), and marketing experience (P<0.01). Similarly, the model assessing efficiency showed that 74.5% of the variation was accounted for by the explanatory variables. Cost of use (P<0.01), education (P<0.01), and marketing experience (P<0.01) were key influences on the efficiency of digital food marketing. In conclusion, the study recommends stakeholders should consider subsidizing online training costs to encourage wider participation in digital marketing. Greater public awareness initiatives are also necessary to boost digital food marketing adoption, while regulatory bodies should enact laws to safeguard users of digital platforms.