Authors :
Ifekanandu, Chukwudi Christian; Ezirim, Aloy Chinedu; Kingsley Uyiosa Asemota
Volume/Issue :
Volume 8 - 2023, Issue 8 - August
Google Scholar :
https://bit.ly/3TmGbDi
Scribd :
https://tinyurl.com/4u43xdbs
DOI :
https://doi.org/10.5281/zenodo.8305002
Abstract :
This study examined artificial intelligence
adoption and marketing performance of quoted
manufacturing firms in Nigeria. The study adopted the
positivism research philosophy and correlational
research design. The population of the study consisted of
426 managers drawn from the 71 quoted manufacturing
firms in Nigeria. The managers include branch
managers, operational managers, production managers,
marketing managers and sales managers of the firms. A
sample size of 206 managers was used for the study. The
sample size was determined mathematically using the
Taro Yamene’s formula. A structured questionnaire was
used to obtain data from the respondents. The data
collected were analyzed statistically while the hypotheses
were tested using Spearman Rank Order Correlation
Coefficient (rho). The SPSS version 23.0 was used to
perform the bivariate analysis. The findings revealed
that the application of artificial intelligence technologies
in marketing operations has a significant relationship
with sales growth of quoted manufacturing firms in
Nigeria. The study also revealed that the application of
artificial intelligence technologies in marketing
operations has a strong and significant relationship with
market share growth of quoted manufacturing firms in
Nigeria. The study equally confirmed that artificial
intelligence capabilities have a strong and significant
relationship with sales growth of quoted manufacturing
firms in Nigeria. The study also reported that artificial
intelligence capabilities has a strong and significant
relationship with market share growth of quoted
manufacturing firms in Nigeria. Based on these findings,
it was concluded that artificial intelligence adoption
significantly relate to marketing performance of quoted
manufacturing firms in Nigeria. Based on these findings
and conclusion, it was recommended that quoted
manufacturing firms in Nigeria especially those that are
experiencing poor marketing performance should adopt
artificial intelligence technologies in their marketing
operations as it would improve their marketing
performance.
Keywords :
Artificial Intelligence, Marketing, Performance, Manufacturing Firms, Nigeria
This study examined artificial intelligence
adoption and marketing performance of quoted
manufacturing firms in Nigeria. The study adopted the
positivism research philosophy and correlational
research design. The population of the study consisted of
426 managers drawn from the 71 quoted manufacturing
firms in Nigeria. The managers include branch
managers, operational managers, production managers,
marketing managers and sales managers of the firms. A
sample size of 206 managers was used for the study. The
sample size was determined mathematically using the
Taro Yamene’s formula. A structured questionnaire was
used to obtain data from the respondents. The data
collected were analyzed statistically while the hypotheses
were tested using Spearman Rank Order Correlation
Coefficient (rho). The SPSS version 23.0 was used to
perform the bivariate analysis. The findings revealed
that the application of artificial intelligence technologies
in marketing operations has a significant relationship
with sales growth of quoted manufacturing firms in
Nigeria. The study also revealed that the application of
artificial intelligence technologies in marketing
operations has a strong and significant relationship with
market share growth of quoted manufacturing firms in
Nigeria. The study equally confirmed that artificial
intelligence capabilities have a strong and significant
relationship with sales growth of quoted manufacturing
firms in Nigeria. The study also reported that artificial
intelligence capabilities has a strong and significant
relationship with market share growth of quoted
manufacturing firms in Nigeria. Based on these findings,
it was concluded that artificial intelligence adoption
significantly relate to marketing performance of quoted
manufacturing firms in Nigeria. Based on these findings
and conclusion, it was recommended that quoted
manufacturing firms in Nigeria especially those that are
experiencing poor marketing performance should adopt
artificial intelligence technologies in their marketing
operations as it would improve their marketing
performance.
Keywords :
Artificial Intelligence, Marketing, Performance, Manufacturing Firms, Nigeria
