DIGITAL MARKETING STRATEGIES AND SALES PERFORMANCE OF ARTISANAL PRODUCTS IN AKWA IBOM STATE

Abstract

This study investigated the influence of digital marketing strategies on sales performance of artisanal products in Akwa Ibom State, Nigeria. As digital transformation reshaped business landscapes globally, local artisans increasingly faced the need to adopt innovative marketing approaches to enhance their market visibility and revenue generation. A quantitative research design was adopted, and data were collected from 364 registered artisans through a structured questionnaire. The data were analyzed using descriptive statistics and regression analysis. The findings revealed that social media marketing and search engine optimization had a statistically significant positive impact on sales performance, while email marketing did not have a significant effect. Overall, the level of digital marketing adoption was strongly correlated with improved sales outcomes. It was concluded that digital marketing strategies—particularly social media and SEO—played a crucial role in enhancing the commercial success of artisanal enterprises. Based on the results, the researchers recommended capacity-building programs in digital literacy and marketing skills, investment in digital infrastructure, and strategic partnerships with e-commerce platforms to support the growth of local artisans in the digital economy