Management
Nfawa Erasmus Usani; Emem Akaniyene Sampson
Abstract
This study was designed to investigate the influence of internal marketing on the sales force performance of beverage manufacturing firms in Nigeria. The underpinnings of internal marketing were internal communication and internal training. The population of the study included the salespersons that were ...
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This study was designed to investigate the influence of internal marketing on the sales force performance of beverage manufacturing firms in Nigeria. The underpinnings of internal marketing were internal communication and internal training. The population of the study included the salespersons that were involved in the sales of beverage-manufactured drinks, both alcoholic and non-alcoholic, in Nigeria. A sample size of 152 was investigated. A structured questionnaire served as the primary instrument for data collection. The structured questionnaire was administered to every member of the population, and 144 copies of the instrument were filled out and returned in useable form. Data collected were analysed using percentage analysis, and hypotheses formulated were tested using simple linear regression analysis. Findings from the study revealed that there is a significant relationship between the internal marketing variables (i.e., internal communication and internal training) and sales force performance. Based on the empirical findings, the author concluded that internal marketing strategies influence the sales force performance of beverage manufacturing firms in Nigeria. The researchers recommended that management show more interest in communication and training to improve and enhance sales through the performance of the sales team.
Management
Sunday Ewah; Samuel Etuk,; Clement Udowong Eke; Nfawa Erasmus Usani
Abstract
The researchers looked at the link between social media driven marketing and marketing performance of micro, small and medium-sized enterprises in Nigeria's Akwa Ibom State. The study arose from a knowledge gap in the area of social media driven platforms and marketing performance of Micro, Small and ...
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The researchers looked at the link between social media driven marketing and marketing performance of micro, small and medium-sized enterprises in Nigeria's Akwa Ibom State. The study arose from a knowledge gap in the area of social media driven platforms and marketing performance of Micro, Small and Medium Scale Enterprises in Akwa Ibom State. The main goal of this research was to investigate the link between social media marketing and marketing performance of micro, small, and medium-sized enterprises in Akwa Ibom State. The researchers used survey design. A structured questionnaire rated on a five point Likert scale was used to gather data. A total of 366 MSMEs operators were chosen using simple random sampling. Simple Linear Regression was used to test and analyze two hypotheses. In Akwa Ibom State, it was discovered that there is a significant positive relationship between the two dimensions of social media marketing and marketing performance of MSMEs, with the Instagram page having highest regression.
