Authors : Dr. Lawal M Liman; Dr. Talatu Raiya Umar; Dr. Musa Uba Adamu

Volume/Issue : Volume 10 - 2025, Issue 3 - March

Google Scholar : https://tinyurl.com/2weedp37

Scribd : https://tinyurl.com/29cvbuhr

DOI : https://doi.org/10.5281/zenodo.14987666

Abstract : This study looks at how digital marketing affects customer satisfaction in Nigeria's mobile phone market, focusing specifically on Tecno Mobile. It investigates how strategies like search engine optimization (SEO), social media marketing (SMM), and pay-per-click (PPC) advertising help improve customer satisfaction and brand loyalty. The researchers used a mixed-method approach and gathered survey data from 384 Tecno Mobile customers in Abuja, Nigeria, analyzing it with Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show a strong link between digital marketing strategies and customer satisfaction, with social media marketing being the most significant factor. The study offers recommendations for improving digital marketing efforts to boost customer satisfaction and retention. These insights are useful for mobile phone companies aiming to effectively use digital marketing in competitive markets.

Keywords : Digital Marketing, Customer Satisfaction, Social Media Marketing, SEO, PPC, Nigeria, Tecno Mobile.

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