Title: Performance Management And Employees Productivity In Hospitality Industry In Lagos State, Nigeria
Authors: Olateju Idowu A. PhD., Ashamu Idris A.O. PhD, Adebola, O. Olajide
Volume: 9
Issue: 5
Pages: 156-163
Publication Date: 2025/05/28
Abstract:
This paper investigates the impact of digital marketing and customer engagement on entrepreneurial success. The population of the study are entrepreneurs and online business owners. The study made use of a survey research methodology while a cluster sampling technique was used as sampling techniques, and the sample size was determined using Slovin's Formula with a sample size of 160 was used in this study. The research instrument adopted was a questionnaire. The Statistical Package for Social Sciences (SPSS) was used for analyzing the data. The findings of this study showed that some of the digital marketing strategies that are most effective in enhancing customer engagement include optimizing website and content to rank higher on search engine results pages (X = 3.73, SD = 1.81), using target keywords that audience is likely to search for (X = 3.84, SD = 1.73) and creating short, entertaining videos on TikTok or Instagram (X = 3.64, SD = 1.29). Furthermore, it was revealed that digital marketing and customer engagement significantly impacted entrepreneurial success [(R2 = .613; F (2, 158) = 1.125; p < .05)] and accounted for about 61.3% of the variance observable in entrepreneurial success. The study recommends that entrepreneurship should invest in advanced data analytics to track consumer behavior, preferences, and buying patterns as this will significantly boost consumer engagement and conversion rates.