Use of Digital Marketing Resources for Business Management among Electrical Appliances Dealers in Enugu State

Abstract

The study investigated the use of digital marketing resources for business
management among electrical appliance dealers in Enugu state. Three
objectives guided the study. The study adopted a descriptive survey research
design. The population of the study was 54 respondents, made up of 36
employees and 18 marketing managers of the electrical appliances in the
Enugu and Nsukka metropolis. No sampling was done due to the
manageable size of the population. Mean and standard deviation were used
to analyze data. The findings of the study revealed that Facebook (2.62),
WhatsApp (2.62) and Instagram (2.67) were mostly used for marketing their
businesses. The electrical appliance dealers do not use newsletter email sales
and advertising (1.88), transactional email for business transactions (1.64) and
behavioural email for reaching customers (1.73). The study also revealed that
the dealers perform all the management tasks listed thus: creating goals and
objectives, creating schedules, developing strategies to increase performance,
productivity and efficiency, ensuring compliance with company policies and
industry regulations, mentoring employees, monitoring budgets, and
productivity levels and performance, train staff. Based on the findings, the
study recommended that marketers of electrical appliances should be open to
exploring more digital marketing resources to reach out to new and existing
customers for better management of their businesses