IDEAS home Printed from https://ideas.repec.org/a/bcp/journl/v9y2025issue-2p4069-4079.html
   My bibliography  Save this article

The Impact of Digital Marketing and Contextual Factors on the Sustainability of Retailers in Traditional Open Markets: A Study of Selected Markets in Ibadan, Oyo State, Nigeria

Author

Listed:
  • Adewale Olusesan TAIWO

    (Leadcity University, Ibadan. Oyo State, Nigeria.)

  • Morenikeji Abiola

    (Federal Inland Revenue Service, Ibadan)

Abstract

This study investigates the impact of digital marketing and contextual factors on the sustainability of retailers in traditional open markets in Ibadan, Nigeria. Traditional markets, vital to local economies and culture, face challenges such as competition from modern retail formats, economic volatility, and evolving consumer preferences. Digital marketing, with its potential to expand market reach and enhance customer engagement, offers opportunities for these retailers. However, adoption remains limited due to technological, financial, and socio-cultural barriers. Contextual factors, including economic conditions, infrastructure, and cultural dynamics, significantly influence the sustainability of these enterprises. Using a cross-sectional survey design, data was collected from 438 retailers in Ibadan’s major markets. Regression analysis revealed that digital marketing has a weak but significant positive impact on sustainability (β = 0.263, p

Suggested Citation

  • Adewale Olusesan TAIWO & Morenikeji Abiola, 2025. "The Impact of Digital Marketing and Contextual Factors on the Sustainability of Retailers in Traditional Open Markets: A Study of Selected Markets in Ibadan, Oyo State, Nigeria," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(2), pages 4069-4079, February.
    • Handle: RePEc:bcp:journl:v:9:y:2025:issue-2:p:4069-4079
    as

    Download full text from publisher

    File URL: https://www.rsisinternational.org/journals/ijriss/Digital-Library/volume-9-issue-2/4069-4079.pdf
    Download Restriction: no
    File URL: https://rsisinternational.org/journals/ijriss/articles/the-impact-of-digital-marketing-and-contextual-factors-on-the-sustainability-of-retailers-in-traditional-open-markets-a-study-of-selected-markets-in-ibadan-oyo-state-nigeria/
    Download Restriction: no
    ---><---

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bcp:journl:v:9:y:2025:issue-2:p:4069-4079. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Pawan Verma (email available below). General contact details of provider: https://rsisinternational.org/journals/ijriss/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.