Impact of Internationalized Digital Marketing Strategy on Organizational Performance of Air Peace Nigeria Limited

Tobi Adeyemo; Adejare Yusuff Aremu

Tobi Adeyemo
Adejare Yusuff Aremu

Keywords: organizational performance, social media, cross-culture, digital marketing, customer engagement

Abstract

Internationalized digital marketing strategies are becoming increasingly important in today's globalized business landscape for organizations looking to expand their reach and improve their performance. This study aims to examine the impact of implementing an internationalized digital marketing strategy on the organizational performance of Air Peace Nigeria Limited. In addition, the study centers its attention on three primary independent variables, namely: Social Media Presence and Engagement, Cross-cultural Communication and Messaging, and Influencer and Affiliation Marketing Campaigns. Customer engagement and loyalty are recognized as mediating variables, whereas organizational performance is regarded as the dependent variable. The formulated hypotheses have the objective of investigating and confirming the relationships among the variables. Quantitative method has been implemented, where a questionnaire has been used for the data collection method. The population number of respondents is N = 150 while the sample is S = 108 based on Krejcie and Morgan's table. The study findings indicate that Air Peace Airlines innovative digital marketing strategies have a favorable influence on the overall performance of its organizational performance by enhancing and expanding its marketing capabilities. However, the degree of contentment regarding Air Peace's cross-cultural communication and messaging is moderate based on the respondents. Finally, recommendations have been provided.

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