Disruptive innovations and marketing performance of online marketers in Uyo, Akwa Ibom State

Abstract

The aim of the study was to investigate the effect of disruptive innovations on marketing performance of online marketers in Uyo, Akwa Ibom State. The survey research design was adopted and a structured questionnaire was used to collect data from the respondents. Three hundred and eighty four online marketers participated in the study. Personal data were analyzed using frequency count and simple percentages, while simple regression was used to test the hypotheses. The results showed that each disruptive innovation (social media, mobile payment technology, and mobile internet technology) had significant effect on marketing performance. Based on the findings, we concluded that adopting disruptive innovations for online marketing operations would enhance competitiveness and success of online marketing and business. It was therefore recommended that online marketers should henceforth understand and use the latest innovations to connect with their customers.