CONTENT MARKETING STRATEGIES AND CUSTOMER PATRONAGE OF E-TAILERS IN PORT HARCOURT

Abstract

The aim of this research was to examine the relationship between content marketing strategies and customer patronage of e-tailers in Port-Harcourt. In course of fulfilling this purpose, the topic extensively dealt with the concepts of how these content marketing strategies influence customer patronage. The study adopted a cross-sectional survey research design in developing the research plan. While a total of 1,148,665 constituted the study population, 400 customers of online shops were administered copies of the research instrument. Data gotten were analysed using Spearman’s Correlation Co-efficient. The study found a moderate to strong, positive and significant relationships between content marketing strategies and customer patronage. It was concluded that purchase intentions and customer retention to a large extent can be influenced by infographics, mobile applications, social network and e-newsletter of online shops. The study therefore recommended that online shops seeking to improve retention and repurchase should endeavour to engage the identified content marketing strategies as this will increase the possibility of achieving higher customer patronage.