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9 publications found.
Social Media Marketing and Organizational Performance: Evidence from a Microfinance Institution in Cameroon
Despite the growing adoption of social media marketing by financial institutions in Cameroon, empirical evidence on its contribution to organizational performance remains limited, particularly for microfinance…
Effects of AI-Driven Customer Service on Customer Loyalty Among Mobile Fintech Users in Calabar, Nigeria
This study examined the effect of AI-driven customer service on customer loyalty among users of mobile FinTech service providers in Calabar, Cross River State, Nigeria. Specifically,…
Green Marketing Practices and Marketing Performance of Financial Technology (FinTech) Companies in Nigeria
The study examined green marketing practices and marketing performance of financial technology companies in Nigeria. It specifically examined the effects of green financial services, digital marketing…
A Comparative Analysis of Customer Service Strategies, Challenges and Strives towards Customer Satisfaction: MTN Nigeria and MTN Cameroon Experience
Aim: This research attempts to perform a comparative analysis of customer service strategies and the challenges encountered by MTN Nigeria and MTN Cameroon. With over 300…
In-Store Social Cues and Impulse Purchasing Behavior at Supermarkets: The Moderating Effects of Customer Demographics
Purpose: This study aims to evaluate the association between impulse buying behavior and in-store social cues (salespeople, presence of other customers, and in-store events) at supermarkets…
Nexus Between In-Store Design Cues and Impulse Purchasing Behavior at Supermarkets in Yaoundé, Cameroon: Do Gender and Age Matter?
Purpose: This study seeks to assess the relationship between in-store design cues (store layout, product placement, signage, and point of sales display) and impulse purchase behavior…
Determinants of Marketing Innovations in Small and Medium-Sized Enterprises: An Empirical Study
Purpose: This study aims to examine the effects of internal factors (organizational culture and leadership, resources and human capital, technological capabilities) and external pressures (shifts in…
Search Engine Optimization and Internet Marketing Strategy Among Medium-Sized Companies in Bamenda, Cameroon: An Exploratory Study
Search Engine Optimization (SEO) and internet marketing have become critical strategic tools for businesses seeking visibility and competitiveness in increasingly digital markets. However, adoption among medium-sized…
Cameroon’s Digital Marketing Maturity Scorecard 2026: A Ten-Dimension Framework for SME Readiness
A ten-dimension scoring framework assessing digital marketing maturity among Cameroonian SMEs, covering website presence, social media activity, paid advertising, SEO, e-commerce readiness, data analytics, content strategy,…