Relationship between Digital Marketing Strategies and Customer Engagement of Airline Operators in Rivers State

Abstract

Abstract: The study investigated the relationship between digital marketing strategies and customer engagement of airlines in Rivers State. Descriptive research design was adopted in accessing the research subjects. While the population of the study comprised of 4000 passenger traffic of airlines in Rivers State, a sample size of 400 was determined with the help of Taro Yamen formular. Spearman Rank Correlation Coefficient was used to test the various hypotheses. The results indicated a significant positive and strong relationship between digital marketing strategies and customer engagement. Based on the findings in the study, it was concluded that the dimensions of digital marketing strategies (social media marketing, content marketing, mobile application) significantly relate to the measures of customer engagement. We, therefore, recommends that, owners and managers of airlines in Nigeria should understand and develop a holistic approach of implementing an overall digital marketing strategies programme, as this research has confirmed its strategic importance in improving customer engagement. They should also coordinate and synchronise various social media platforms with traditional promotional activities for the purpose of achieving a successful integrated marketing communication. This research has proffered solution to contemporary issues confronting the aviation industry.