IDEAS home Printed from https://ideas.repec.org/a/bcp/journl/v9y2025issue-6p2474-2487.html
   My bibliography  Save this article

The Synergistic Role of Leadership and Digital Marketing in Nigerian Traditional Open Market Systems Amidst the Global Health Pandemic (Covid-19)

Author

Listed:
  • Yaibimi Simon Ayogoi

    (University of Africa, Toru-Orua Bayelsa State, Nigeria)

Abstract

This research engineers the call for a digital marketing transformation of the retail and wholesale activities of the Nigerian Open markets’ operations. In view of the COVID-19 Crisis which has had devastating effects on many businesses and health status of the populace, especially on wholesale and retail businesses and startups. Switching to digital marketing or a combined use of off-line and digital marketing strategies in the Open markets of Nigeria will solve the current question that has been begging for answer around the world which is, how to minimize/manage the spread of the Corona virus which is experiencing a spike in infections due to community spread, while avoiding economic collapse? The research used a descriptive survey design with an infinite population of respondents and Cochran formula at 95% confidence level was used to arrive at 385 respondents. However, only 350 responses were successfully retrieved. Using correlation analysis on SPSS version 25, the study revealed that there is a significant statistical relationship between digital marketing and business profitability and wealth creation of TOM operations during the lockdown. Leadership role has a significant but moderate correlation with digital marketing transformations in the open markets.

Suggested Citation

  • Yaibimi Simon Ayogoi, 2025. "The Synergistic Role of Leadership and Digital Marketing in Nigerian Traditional Open Market Systems Amidst the Global Health Pandemic (Covid-19)," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(6), pages 2474-2487, June.
    • Handle: RePEc:bcp:journl:v:9:y:2025:issue-6:p:2474-2487
    as

    Download full text from publisher

    File URL: https://www.rsisinternational.org/journals/ijriss/Digital-Library/volume-9-issue-6/2474-2487.pdf
    Download Restriction: no
    File URL: https://rsisinternational.org/journals/ijriss/articles/the-synergistic-role-of-leadership-and-digital-marketing-on-nigerian-traditional-open-market-systems-amidst-the-global-health-pandemic-covid-19/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Tiago, Maria Teresa Pinheiro Melo Borges & Veríssimo, José Manuel Cristóvão, 2014. "Digital marketing and social media: Why bother?," Business Horizons, Elsevier, vol. 57(6), pages 703-708.
    2. James C. Brancheau & James C. Wetherbe, 1990. "The Adoption of Spreadsheet Software: Testing Innovation Diffusion Theory in the Context of End-User Computing," Information Systems Research, INFORMS, vol. 1(2), pages 115-143, June.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ergin Bayrak & John P. Conley & Simon Wilkie, 2011. "The Economics of Cloud Computing," Korean Economic Review, Korean Economic Association, vol. 27, pages 203-230.
    2. Jinwan Cho & Eunmi Kim & Insik Jeong, 2023. "Adoption of the 4th Industrial Revolution: evidence from Korean exporters in international markets," Asian Business & Management, Palgrave Macmillan, vol. 22(1), pages 164-187, February.
    3. Jono M Munandar & Dadang Firmansyah, 2018. "The role of digital marketing in improving SME’s prod- uct competitiveness in The ASEAN Economic Community (AEC) (Case study in Indonesia)," Journal of Administrative and Business Studies, Professor Dr. Usman Raja, vol. 4(4), pages 206-218.
    4. Roy, Gobinda & Sharma, Swati, 2021. "Measuring the role of factors on website effectiveness using vector autoregressive model," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    5. Brittany Ryder & Tingting Zhang & Nan Hua, 2021. "The Social Media “Magic”: Virtually Engaging Visitors during COVID-19 Temporary Closures," Administrative Sciences, MDPI, vol. 11(2), pages 1-15, May.
    6. Mehmet Özer Demir & Biagio Simonetti & Zuhal Gök Demir, 2023. "Political segmentation based on pictorial preferences on social media," Quality & Quantity: International Journal of Methodology, Springer, vol. 57(3), pages 367-381, October.
    7. Raf Buyle & Mathias Van Compernolle & Eveline Vlassenroot & Ziggy Vanlishout & Peter Mechant & Erik Mannens, 2018. "“Technology Readiness and Acceptance Model” as a Predictor for the Use Intention of Data Standards in Smart Cities," Media and Communication, Cogitatio Press, vol. 6(4), pages 127-139.
    8. Witek-Hajduk Marzanna K. & Zaborek Piotr, 2022. "Social media use in international marketing: Impact on brand and firm performance," International Journal of Management and Economics, Warsaw School of Economics, Collegium of World Economy, vol. 58(2), pages 121-142, June.
    9. Mahsa Samsami & Ralf Wagner, 2021. "Investment Decisions with Endogeneity: A Dirichlet Tree Analysis," JRFM, MDPI, vol. 14(7), pages 1-19, July.
    10. Agus SUROSO & MAFUDI & Amber LUMBANTORUAN & Ascaryan RAFINDA, 2019. "The Impact Of Digital Marketing On Rural Products: A Case Study In Sumbang, Indonesia," CrossCultural Management Journal, Fundația Română pentru Inteligența Afacerii, Editorial Department, issue 2, pages 137-142, December.
    11. Abdul Waheed & Qingyu Zhang & Muhammad Farrukh & Sher Zaman Khan, 2021. "Effect of Mobile Social Apps on Consumer’s Purchase Attitude: Role of Trust and Technological Factors in Developing Nations," SAGE Open, , vol. 11(2), pages 21582440211, April.
    12. Cambier, Fanny & Poncin, Ingrid, 2020. "Inferring brand integrity from marketing communications: The effects of brand transparency signals in a consumer empowerment context," Journal of Business Research, Elsevier, vol. 109(C), pages 260-270.
    13. van Hezewijk, A.P. & van Assen, M.F. & van de Velde, S.L., 2003. "The impact of innovation and organizational factors on APS adoption: Evidence from the Dutch discrete parts industry," ERIM Report Series Research in Management ERS-2003-084-LIS, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    14. Premkumar, G. & Roberts, Margaret, 1999. "Adoption of new information technologies in rural small businesses," Omega, Elsevier, vol. 27(4), pages 467-484, August.
    15. Teng, James TC & Fiedler, Kirk D & Grover, Varun, 1998. "An exploratory study of the influence of the IS function and organizational context on business process reengineering project initiatives," Omega, Elsevier, vol. 26(6), pages 679-698, December.
    16. Rosita Capurro & Michele Galeotti & Stefano Garzella, 2018. ""Mondo reale-tradizionale" e "mondo digitale", strategie aziendali e web intelligence: il futuro del controllo e della gestione delle informazioni," MANAGEMENT CONTROL, FrancoAngeli Editore, vol. 2018(2 Suppl.), pages 83-111.
    17. Nasser KHALUFI & Khairul Anuar Mohammad SHAH & Qaisar IQBAL, 2019. "Effectiveness of Mobile Marketing on the Customer’s Experience in Kingdom of Saudi Arabia: A Social Media Perspective," Expert Journal of Marketing, Sprint Investify, vol. 7(2), pages 100-111.
    18. Dash, Ganesh & Kiefer, Kip & Paul, Justin, 2021. "Marketing-to-Millennials: Marketing 4.0, customer satisfaction and purchase intention," Journal of Business Research, Elsevier, vol. 122(C), pages 608-620.
    19. Robert J. Kauffman & James McAndrews & Yu-Ming Wang, 2000. "Opening the “Black Box” of Network Externalities in Network Adoption," Information Systems Research, INFORMS, vol. 11(1), pages 61-82, March.
    20. Carol Pollard, 2003. "Exploring Continued and Discontinued Use of IT: A Case Study of OptionFinder, a Group Support System," Group Decision and Negotiation, Springer, vol. 12(3), pages 171-193, May.

    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-6:p:2474-2487. 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.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with 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.