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Author
Roland O. Omongbale,
Department of Business Administration, Faculty of Management Sciences, National Open University of Nigeria, Abuja, Nigeria
[email protected], 08067979130
ABSTRACT
Research Objective: This study investigated the impact of digital marketing strategies on customer engagement with fintech services in Nigerian banks, emphasizing how social media marketing, email marketing, mobile app promotions, and influencer marketing contribute to user adoption and sustained interaction with fintech platforms.
Methodology: A quantitative survey design was employed using a structured questionnaire administered to 385 respondents from a target population of 420. Responses were captured on a five-point Likert scale, and reliability was confirmed with a Cronbach’s alpha of 0.797. Data were analyzed using descriptive statistics and regression techniques to determine the effect of each digital marketing channel on customer engagement.
Findings: Descriptive results indicated that influencer marketing and social media marketing were perceived most favorably. Regression analysis showed that influencer marketing (β = 0.687, p < .001) and mobile app promotions (β = 0.149, p = .005) significantly increased customer engagement. Social media marketing exhibited a significant but negative effect (β = -0.129, p = .009), while email marketing had no significant impact (p = .421). The model explained 47.7% of engagement variance (R² = 0.477) and was statistically significant (F = 86.675, p < .001).
Conclusion: Influencer marketing and mobile app promotions strongly enhance customer engagement, whereas social media and email marketing require strategic improvement.
Recommendations: Fintech firms should invest in personalized influencer content, strengthen app-based incentives, and redesign social media and email strategies to improve engagement.
Keywords: Digital Marketing, FinTech, Customer Engagement, Influencer Marketing, Mobile App Promotion.