RE-DISCUSSING THE EFFECT OF INFORMATION COMMUNICATION TECHNOLOGY ON MARKETING PERFORMANCE OF AUTOMOBILE PRODUTS IN NIGERIA

Abstract

This study re-discussed information communication technology and marketing of auto mobile product in Nigeria. The sampling object used for this research comprises of the dealers of automobile products and gadgets in Onitsha, Anambra State. This study was done in respect of measures of information communication technology; mobile application, artificial intelligence, and internet (independent variables), on marketing performance (dependent variable) and responses from the respondents were collected with the aid of five (5) point likert scale questionnaire. This study adopted descriptive survey research design was adopted for the study because the researcher collected primary data from respondents using questionnaire to collect primary data. The questionnaire was coded with the aid of excel spread sheet, the respondents profile was analyzed with manual simple percentage, the research questions was analyzed with the aid of descriptive statistics which comprises of the minimum, maximum, mean and standard deviation. The hypotheses of the study were tested using the multiple regression statistical tools with the aid of SPSS version 24.0 as the basis of testing hypotheses. The findings revealed that there is significant effect between information communication technology; mobile application, artificial intelligence, and internet and marketing of automobile products in Nigeria. The study recommended that firms could devise ways and means to deploy and sustainably apply artificial intelligence systems, which can improve the operations and processes of their firms. The use of these systems and programs improves operational efficiency and quality of service delivery, which has a positive impact on the overall performance of the company.