Authors : Ifekanandu, Chukwudi Christian; Ezirim, Aloy Chinedu; Kingsley Uyiosa Asemota

Volume/Issue : Volume 8 - 2023, Issue 8 - August

Google Scholar : https://bit.ly/3TmGbDi

Scribd : https://tinyurl.com/4u43xdbs

DOI : https://doi.org/10.5281/zenodo.8305002

Abstract : This study examined artificial intelligence adoption and marketing performance of quoted manufacturing firms in Nigeria. The study adopted the positivism research philosophy and correlational research design. The population of the study consisted of 426 managers drawn from the 71 quoted manufacturing firms in Nigeria. The managers include branch managers, operational managers, production managers, marketing managers and sales managers of the firms. A sample size of 206 managers was used for the study. The sample size was determined mathematically using the Taro Yamene’s formula. A structured questionnaire was used to obtain data from the respondents. The data collected were analyzed statistically while the hypotheses were tested using Spearman Rank Order Correlation Coefficient (rho). The SPSS version 23.0 was used to perform the bivariate analysis. The findings revealed that the application of artificial intelligence technologies in marketing operations has a significant relationship with sales growth of quoted manufacturing firms in Nigeria. The study also revealed that the application of artificial intelligence technologies in marketing operations has a strong and significant relationship with market share growth of quoted manufacturing firms in Nigeria. The study equally confirmed that artificial intelligence capabilities have a strong and significant relationship with sales growth of quoted manufacturing firms in Nigeria. The study also reported that artificial intelligence capabilities has a strong and significant relationship with market share growth of quoted manufacturing firms in Nigeria. Based on these findings, it was concluded that artificial intelligence adoption significantly relate to marketing performance of quoted manufacturing firms in Nigeria. Based on these findings and conclusion, it was recommended that quoted manufacturing firms in Nigeria especially those that are experiencing poor marketing performance should adopt artificial intelligence technologies in their marketing operations as it would improve their marketing performance.

Keywords : Artificial Intelligence, Marketing, Performance, Manufacturing Firms, Nigeria