Availability and utilization of digital marketing tools among fresh African catfish marketers in Omambala Region of Anambra State, Nigeria

Abstract

This study examined the availability and utilization of digital marketing tools among fresh African catfish marketers in Omambala region of Anambra State, Nigeria. Frequency count, percentage, mean score and multiple regression analysis were used to analyze the data collected from 120 respondents. Social media marketing (84.2%), video/YouTube marketing (79.2%), websites (71.7%) and mobile applications (55.0%) were the digital marketing tools available to them in the study area. Perceived benefits of digital marketing included easy access to unlimited geographical location and information, its less expensive nature, convenient store hours, and increased customer base, sales, and profit. Level of utilization of digital marketing tools amongst the fresh African catfish marketers showed that there were high levels of utilization of social media marketing, video/YouTube marketing, Mobile applications, and websites, with social media marketing being the most utilized. High cost of mobile phones and laptops, inadequate operating capital, poor power supply, computer literacy, huge advertisement and internet subscription cost, limited access to internet, and lack of awareness were the identified constraints to the marketers’ utilization of digital marketing strategies. Age of the marketers had negative effect on their level of utilization of digital marketing tools, while educational qualification, marketing experience and availability of fund had positive effect on the marketer’s level of utilization of digital marketing tools. Fresh African catfish marketing is a source of livelihood in the study area and the marketers utilize some digital marketing tools. Fresh African catfish marketers be given financial support, and more awareness created on other digital marketing tools for increased income and livelihood.