Exploring Digital Marketing Adoption and Practices in Nigeria’s Fishery Market: Insights from Entrepreneurial Experiences
Keywords:
Entrepreneurship, Digital Marketing, Fishery Market, Agric Business, Social Media MarketingAbstract
Purpose: This study explores the adoption and practices of digital marketing among entrepreneurs in Nigeria’s fishery market, focusing on how social media platforms influence advertising, customer engagement, and business growth. Case studies from the maritime sector, such as fisheries, were scrutinized to show how digital platforms are helping companies reach new markets and enhance competitiveness.
Methodology: A qualitative research design was employed using semi-structured interviews with five participants representing different roles in the fishery value chain, including fish farming, processing, and e-commerce. Demographic data were analyzed descriptively, while thematic analysis identified recurring patterns related to digital marketing adoption, challenges, and its effects on business performance.
Results: Findings revealed that most respondents were young, educated, and digitally inclined entrepreneurs who actively used WhatsApp, Facebook, Instagram, and TikTok for marketing and customer interaction. Digital marketing improved visibility, customer reach, and sales outcomes. However, issues such as poor internet connectivity, limited digital skills, and customer preference for payment on delivery constrained full adoption.
Novelty and Contribution: The study offers rare empirical insights into digital marketing adoption within Nigeria’s fishery subsector an underexplored area in the maritime economy. It bridges digital entrepreneurship and agribusiness practices in developing contexts.
Practical and Social Implications: The study highlights the need for digital literacy programs, improved internet infrastructure, and entrepreneurial training to enhance online marketing competence and support sustainable growth across Nigeria’s maritime and fishery industries.
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Copyright (c) 2025 Tairat Abiola Titiloye, Isa Olalekan, Elegbede, Moriam Obalola, Simbiat Atinuke Yinusa, Matti-Sanni Rukayat Oluwatayo, Musa Animashaun (Author)
This work is licensed under a Creative Commons Attribution 4.0 International License.
This article is licensed under a Creative Commons Attribution 4.0 International License.
