Digital Marketing and Performance of Zenith Bank Nigeria PLC

Abstract

The study was carried out to examine the impact of digital marketing on the performance of Zenith Bank Nigeria PLC, from 2013 to 2022. Website marketing and social media marketing were the factors of digital marketing examined in the study that impacted the performance of Zenith Bank Nigeria PLC for the period under review. The study employed the use of multiple regression to test the effects of the independent variables on the dependent variable. The results of the analyses showed that while social media marketing had a significant effect on the performance of Zenith Bank Nigeria, website marketing had no significant effect on the performance of Zenith Bank Nigeria PLC. The results also showed a statistically significant effect of the combined independent variables on the dependent variable. The study concluded that digital marketing has a significant effect, at least in the short run, on the performance of Zenith Bank Nigeria PLC. The study recommended, among others, that Zenith Bank should have well-spelled-out training for not only staff but also customers on the use of digital marketing platforms in carrying out their transactions with the bank.