Assessing the Impact of Digital Advertising on the Marketing Performance of Deposit Money Banks in Rivers State, Nigeria

This study empirically investigated the relationship between digital advertising strategies and the marketing performance of deposit money banks in Rivers State. The study adopted the quantitative research methodology and quasi-experimental research design method through cross-sectional survey design. The population comprised nineteen (19) listed deposit money banks operating in Rivers State. One hundred and twenty-seven (127) questionnaires were distributed; one hundred and nineteen (119) were fit for analysis. Face and content validity and Cronbach's Alpha were used to measure the validity and reliability. All were fit for the analysis. The Pearson Product-Moment Correlation and Partial Correlation tools were adopted with the aid of Statistical Package for Social Sciences (SPSS version 23.0). The findings of the study showed that social media advertising was significantly related with the marketing performance of deposit money banks in Rivers State; e-mail advertising significantly related with marketing performance of deposit money banks in Rivers State; pop-up advertising significantly related with marketing performance of deposit money banks in Rivers State and mobile-based advertising significantly related with marketing performance of deposit money banks in Rivers State. Based on the findings, the study concluded that digital advertising strategies (social media advertising, e-mail advertising, pop-up advertising, and mobile-based advertising) have a positive and significant impact on marketing performance (brand awareness and customer engagement) of deposit money banks in Rivers State. The study thus recommended that deposit money banks should ensure that their E-trade channels command trust in such a way that customers can effectively transact business through such channels without being defrauded. It must be proven at all instances by these deposit money banks that their social media channels are reliable; this must be guaranteed by providing customers with 24-hour information about their offerings.