ONLINE MARKETING AND ENTREPRENEURIAL GROWTH IN HIGHER INSTITUTIONS: A STUDY OF HIGHER INSTITUTIONS IN OGUN STATE

 

Ogheneovie Michael Ezebor^1*, Chinonye Love Moses², Mercy Ejovwokeoghene Ogbari³, Gberevbie Marvellous Aghogho Chidinma⁴, Irawor Eseoghene Josephine⁵

¹Mr., Covenant University, Nigeria, ogheneovie.ezeborpgs@stu.cu.edu.ng

²Prof. Dr., Covenant University, Nigeria, chinonye.moses@covenatuniversity.edu.ng

³Dr., Covenant University, Nigeria, mercy.ogbari@covenantuniversity.edu.ng

⁴Dr., Covenant University, Nigeria, marvelous.gberevbie@stu.cu.edu.ng

⁵Ms., Covenant University, Nigeria, josephineeseoghene@yahoo.com

*Corresponding author

 

Abstract

The study aims at determining how higher institutions make use of online marketing techniques to promote growth. The growth and spread of internet with an extraordinary pace over the last few decades has resulted in its increased use for online marketing purpose. Internet as a marketing tool provides significant opportunities for companies to seek and adopt innovative practices in order to address the increasing demands of consumers. This study focused on online marketing and entrepreneurial growth of selected private higher institutions in Ogun state, Nigeria. The study objectives were to determine the role of social media marketing in enhancing higher institutions productivity, to investigate the relationship that exist between online affiliate marketing and higher institutions profitability, to ascertain the relationship that exist between mobile marketing and higher institutions expansion and to examine the influence of electronic payment on customer’s satisfaction. The research was a descriptive survey and used a sample size of 253 respondents and only 237 were retrieved. The study heavily relied on primary data which was collected through administering structured questionnaires. The process of data analysis involved several stages; the completed questionnaires were edited for completeness and consistency, check for errors and omissions and then coded. The collected data was analyzed using frequencies, percentages, means and standard deviation as well as Pearson’s correlation test and regression analysis. The study results indicated that social media marketing, online affiliate marketing, mobile marketing and electronic payment has a significant effect on the growth of higher institutions. The study findings indicated that low IT skills and knowledge has neglected its application by businesses, followed by lack of suitable infrastructure in the country. The findings led to the conclusion that social media marketing, online affiliate marketing, mobile marketing and electronic payment are important to improve higher institutions productivity, profitability, expansion and customer’s satisfaction. The study recommended that higher institutions agencies should engage in carrying out training programs on the available online marketing techniques, communicating its benefits and opportunities to businesses. The study also recommended that strategies on how to minimize the challenges relating to online marketing should be followed so that higher institutions can embrace the use of modern technology.

Keyword: online marketing, entrepreneurial growth, social media marketing, higher institution.