Iyam Effiom Effion1
Eleazar Chibuzor Gbandi2
Anthony Amorachi Ugu3
1University of Benin, Benin City, Nigeria
2Department of Marketing
University of Benin, Benin City, Nigeria.
3National Open University of Nigeria (Noun)
Abstract
The study investigated digital marketing innovations and operational efficiency in the electronics industry, with a focus on customers of solar fans in Abeokuta, Ogun State. Specifically, the study examined the influence of viral marketing reach, customer support responsiveness, and payment diversity on operational efficiency. The study population comprised 678 customers, and data were collected through a structured questionnaire. Regression analysis was employed to test the hypotheses. The results revealed a strong model fit with R = 0.799, R² = 0.638, F = 1192.804, p < 0.001, indicating that digital marketing innovations collectively explain 63.8% of the variance in operational efficiency. Further analysis showed that viral marketing (B = 0.647, t = 46.528, p < 0.05), customer support responsiveness (B = 0.780, t = 33.423, p < 0.05), and payment diversity (B = 0.715, t = 34.537, p < 0.05) all have significant positive effects on operational efficiency, with viral marketing being the strongest predictor. The study concludes that digital marketing innovations significantly enhance operational efficiency in the consumer electronics industry. It recommends that firms in the sector should invest more in viral marketing campaigns to increase visibility and efficiency, strengthen customer support responsiveness to boost customer satisfaction, and diversify payment options to cater to varied customer preferences. Such practices will not only improve operational efficiency but also sustain competitive advantage in the increasingly digital business environment.
Keywords: Consumer Electronic Industry, Digital Marketing Innovations, Operational Efficiency, Payment Diversity
