Digital marketing transformation through artificial intelligence: A study of Nigerian small businesses

https://doi.org/10.35912/ijfam.v7i3.3383
Published: Dec 3, 2025

Abstract:

Purpose: This study examines the impact of Artificial Intelligence (AI) on Digital Marketing Transformation among Nigerian Small and Medium Enterprises (SMEs). Specifically, it evaluates how AI-driven customer relationship management (CRM) systems enhance digital marketing and investigates how AI-based decision-making relates to marketing transformation.

Methods: The study employed a descriptive survey research design in Lagos State, Nigeria’s commercial and technological hub. From a population of 11,663 SMEs, a sample size of 371 was selected using the Krejcie and Morgan (1970) formula. Data were collected through structured questionnaires and analyzed using descriptive and inferential statistics, with hypotheses tested at a 5% significance level.

Results: Findings show strong agreement that AI-enabled CRM tools enhance customer engagement, personalized service delivery, and competitive advantage. The study also found a statistically significant relationship between AI-based decision-making and digital marketing transformation, indicating that AI improves strategic precision, operational efficiency, and responsiveness to market conditions.

Conclusion: AI technologies—especially CRM automation and data-driven decision-making—are vital enablers of digital marketing transformation. Their adoption strengthens customer interaction, supports predictive insights, and promotes sustainable marketing innovation among SMEs.

Limitations: The study focused solely on SMEs in Lagos State, which may limit the generalizability of its findings across Nigeria.

Contribution: This research provides timely empirical insight into how AI-driven CRM systems and AI-supported decision-making reshape digital marketing practices and customer relationship dynamics among Nigerian SMEs, offering implications for future technological adoption, managerial strategy, and policy development.

Keywords:
1. AI-Driven Customer Relationship Management
2. Artificial Intelligence
3. Digital Marketing
4. Online Advertisement
5. Technology Adoption\
Authors:
1 . Ferdinand C Okigbo
Nnamdi Azikiwe University, Awka, Nigeria
2 . Sophia Mbamalu
Nnamdi Azikiwe University, Awka, Nigeria
3 . Kingsley Iruogu
Nnamdi Azikiwe University, Awka, Nigeria
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How to Cite
Okigbo , F. C., Mbamalu, S. ., & Iruogu, K. (2025). Digital marketing transformation through artificial intelligence: A study of Nigerian small businesses. International Journal of Financial, Accounting, and Management, 7(3), 419–433. https://doi.org/10.35912/ijfam.v7i3.3383
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Issue & Section
Vol. 7 No. 3 (2025): December
Articles
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  2. Adegbuyi, A., Noor, S., & Adeniyi, A. O. (2024b). Role of artificial intelligence on small and medium-sized enterprises (SMES) management in southwest, Nigeria. International Journal of Entrepreneurship Technology and Innovation, 1(1), 11-28.
  3. Arakpogun, E. O., Elsahn, Z., Olan, F., & Elsahn, F. (2021). Artificial intelligence in Africa: Challenges and opportunities. The fourth industrial revolution: Implementation of artificial intelligence for growing business success, 935, 375-388. doi:https://doi.org/10.1007/978-3-030-62796-6_22
  4. Azage, J., & Ikpeazu, P. C. (2024). AI-Driven Customer Relationship Management Practices and Sustainable Growth of Nigerian Smes. International Journal of Business and Management Research, 5(3), 143-171.
  5. Bandari, V. (2019). The impact of artificial intelligence on the revenue growth of small businesses in developing countries: an empirical study. Reviews of Contemporary Business Analytics, 2(1), 33-44.
  6. Basri, W. (2020). Examining the impact of artificial intelligence (AI)-assisted social media marketing on the performance of small and medium enterprises: toward effective business management in the Saudi Arabian context. International Journal of Computational Intelligence Systems, 13(1), 142-152. doi:https://doi.org/10.2991/ijcis.d.200127.002
  7. Benitez, J., Arenas, A., Castillo, A., & Esteves, J. (2022). Impact of digital leadership capability on innovation performance: The role of platform digitization capability. Information & Management, 59(2). doi:https://doi.org/10.1016/j.im.2022.103590
  8. Benitez, J., Ruiz, L., Castillo, A., & Llorens, J. (2020). How corporate social responsibility activities influence employer reputation: The role of social media capability. Decision support systems, 129. doi:https://doi.org/10.1016/j.dss.2019.113223
  9. Beyari, H., & Garamoun, H. (2022). The effect of artificial intelligence on end-user online purchasing decisions: Toward an integrated conceptual framework. Sustainability, 14(15), 1-17. doi:https://doi.org/10.3390/su14159637
  10. Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: Pearson uk.
  11. Chaffey, D., & Ellis-Chadwick, F. (2022). Digital Marketing: Strategy, Implementation, and Practice (8 ed.). Harlow, United Kingdom: Pearson Education Limited.
  12. Chan, C. M., Teoh, S. Y., Yeow, A., & Pan, G. (2019). Agility in responding to disruptive digital innovation: Case study of an SME. Information systems journal, 29(2), 436-455. doi:https://doi.org/10.1111/isj.12215
  13. Chatterjee, S., Chaudhuri, R., Vrontis, D., Thrassou, A., & Ghosh, S. K. (2021). Adoption of artificial intelligence-integrated CRM systems in agile organizations in India. Technological Forecasting and Social Change, 168. doi:https://doi.org/10.1016/j.techfore.2021.120783
  14. Chukwuemeka, F. E., Kn, N. E., Chinenye Monica, O., & Promise, O. C. (2024). Smart Technology and Sustainability of SMES in Anambra State, Nigeria. International Journal of Business and Management Research, 5(1), 121-143.
  15. Dauda, M., & Gulani, G. (2025). Impact of Digital Marketing and Artificial Inteligence on SME Performance in Nigeria. Uniben Journal of Marketing, 4(1), 258-269.
  16. Davenport, T., Guha, A., Grewal, D., & Bressgott, T. (2020). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing science, 48(1), 24-42. doi:https://doi.org/10.1007/s11747-019-00696-0
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  18. Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS quarterly, 13(3), 319-340. doi:https://doi.org/10.2307/249008
  19. Desai, V., & Vidyapeeth, B. (2019). Digital marketing: A review. International Journal of Trend in Scientific Research and Development, 5(5), 196-200.
  20. Dwivedi, Y. K., Hughes, L., Ismagilova, E., Aarts, G., Coombs, C., Crick, T., . . . Eirug, A. (2021). Artificial Intelligence (AI): Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy. International Journal of Information Management, 57. doi:https://doi.org/10.1016/j.ijinfomgt.2019.08.002
  21. Ebuka, A. A., Chike, N. K., Chigozie, U. S., & Muhammed, I. A. (2025). Artificial intelligence adoption and business performance: Evidence from small and medium enterprises in emerging markets. International Journal of Public Administration and Management Research, 11(2), 69-86.
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  23. Ghasemaghaei, M., & Calic, G. (2020). Assessing the impact of big data on firm innovation performance: Big data is not always better data. Journal of Business Research, 108, 147-162. doi:https://doi.org/10.1016/j.jbusres.2019.09.062
  24. Guerola-Navarro, V., Gil-Gomez, H., Oltra-Badenes, R., & Sendra-García, J. (2021). Customer relationship management and its impact on innovation: A literature review. Journal of Business Research, 129, 83-87. doi:https://doi.org/10.1016/j.jbusres.2021.02.050
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