Breaking Barriers: The Crossroads of Social Media, Affiliate, and YouTube Marketing in Nigerian Integrated Marketing Communication
Mukoro Efemena,
Assoc. Prof. Dr. Mahaganapathy Dass,
Dr. Farzana Nazera
et al.
Abstract:This research investigates the interplay between marketing strategies and Integrated Marketing Communication (IMC) within the dynamic Nigerian market. Hypothesis 2 suggests that there is a statistically significant correlation between an upsurge in Affiliate Marketing (AM) and an increase in Integrated Marketing Communications (IMC). Hypothesis 1 posits that there exists a statistically significant negative correlation between Social Media Marketing (SMM) and Integrated Marketing Communications (IMC), indicati… Show more
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