IDEAS home Printed from https://ideas.repec.org/a/bjb/journl/v15y2026i2p859-868.html

AI-Driven Marketing Communications and Herbal Drugs Brand Awareness Among Retirees in Southwest Nigeria

Author

Listed:
  • Sadamoro, F. (Ph. D)

    (Department of Business Administration, Faculty of Management Sciences, Ekiti State University, Ado-Ekiti)

  • Olukorede, B. B. (Ph. D)

    (Department of Business Administration, Faculty of Management Sciences, Ekiti State University, Ado-Ekiti)

  • Ayodele, O. O

    (Department of Business Administration, Faculty of Management Sciences, Ekiti State University, Ado-Ekiti)

Abstract

This study investigated the effects of AI-driven marketing communication messages on herbal drugs brand awareness among retirees in Southwest Nigeria. Specifically, AI-personalized advertising, AI-optimized promotional messaging, and AI-assisted interactive engagement were tested as the explanatory variables of brand awareness among retirees in Southwest, Nigeria. Using a survey research design and Multiple Regression analysis, the three proposed hypotheses were tested. The findings revealed that AI-driven communication variables exert positive and statistically significant influence on herbal drugs brand awareness among retirees. AI-assisted interactive engagement showed the strongest predictive strength. The study concludes that AI-Driven marketing communication significantly affects brand recall and recognition among retirees. It recommends among others that herbal drug firms adopt AI-based personalization tools to improve message clarity, credibility, and audience targeting.

Suggested Citation

  • Sadamoro, F. (Ph. D) & Olukorede, B. B. (Ph. D) & Ayodele, O. O, 2026. "AI-Driven Marketing Communications and Herbal Drugs Brand Awareness Among Retirees in Southwest Nigeria," International Journal of Latest Technology in Engineering, Management & Applied Science, International Journal of Latest Technology in Engineering, Management & Applied Science (IJLTEMAS), vol. 15(2), pages 859-868, February.
    • Handle: RePEc:bjb:journl:v:15:y:2026:i:2:p:859-868
    as

    Download full text from publisher

    File URL: https://www.ijltemas.in/submission/online/article/view/4169/5614
    Download Restriction: no
    File URL: https://www.ijltemas.in/submission/online/article/view/4169/5615
    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:bjb:journl:v:15:y:2026:i:2:p:859-868. 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://www.ijltemas.in/ .

    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.