IIARD International Institute of Academic Research and Development

INTERNATIONAL JOURNAL OF MARKETING AND COMMUNICATION STUDIES (IJMCS )

E-ISSN 2545-5273
P-ISSN 2695-2173
VOL. 9 NO. 2 2025
DOI: 10.56201/ijmcs.v9.no2.2024.pg35.45

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Effect of Digital Marketing on Customer Patronage of Eateries

Vivian Arrey Mbaze-Ebock, Nkamare, Stephen Ekpo, Umoh, Eunice Etukudo, Bernard Samuel Eventus, Abang, George Ndifon, Akpandem, Edet Etim

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Abstract

The study empirically examined digital marketing and customer patronage of Eateries in Calabar. Specifically, the following objectives were pursued to: examine the effect of social media marketing on customer patronage of eateries, determine the effect of email marketing on customer patronage of Eateries; determine the effect of online on customer patronage of Eateries in Calabar. Cross-sectional research design was selected using all staff and customers of Eateries in Calabar, Cross River State. Primary data were used in the study. Simple regression analytical tool was employed in the study. Based on the analysis of the results, the study revealed that social media marketing had direct significant effects on customers of Eateries in Calabar, email marketing had significant effects on customers of Eateries in Calabar; online marketing had significant effects on customers of Eateries in Calabar. The study recommended that firms should give prompt and quick response to its customers? compliant by creating a simple and fast compliant handling system. Firms should create a strong feedback system that enables them to relate effectively with customers and understand them better.

keywords:

Digital marketing, Social media marketing, Email marketing, Online, Customer

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