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

https://doi.org/10.35912/ijfam.v7i3.3383
Veröffentlicht: 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.

Autor/innen:
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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Zitationsvorschlag
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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Bd. 7 Nr. 3 (2025): December
Articles
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  1. Adegbuyi, A., Noor, S., & Adeniyi, A. O. (2024a). Leveraging Artificial Intelligence to Enhance Marketing Performance of E-Commerce Platforms in Nigeria. International Journal of Operational Research in Management, Social Sciences & Education, 10(1), 102-123. doi:https://doi.org/10.48028/iiprds/ijormsse.v10.i1.07
  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
  17. Davenport, T. H. (2018). The AI advantage: How to put the artificial intelligence revolution to work. Cambridge, MA: MIT Press.
  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.
  22. Ebuka, A. A., Emmanuel, D., & Idigo, P. (2023). Artificial intelligence as a catalyst for the sustainability of Small and Medium Scale Businesses (SMEs) in Nigeria. Annals of Management and Organization Research, 5(1), 1-11. doi:https://doi.org/10.35912/amor.v5i1.1719
  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
  25. Holzinger, A., Langs, G., Denk, H., Zatloukal, K., & Müller, H. (2019). Causability and explainability of artificial intelligence in medicine. Wiley interdisciplinary reviews: data mining and knowledge discovery, 9(4). doi:https://doi.org/10.1002/widm.1312
  26. Ifekanandu, C. C., Anene, J. N., Iloka, C. B., & Ewuzie, C. O. (2023). Influence of artificial intelligence (AI) on customer experience and loyalty: Mediating role of personalization. Journal of Data Acquisition and Processing, 38(3), 1936-1959. doi:https://doi.org/10.5281/zenodo.98549423
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  28. Iyelolu, T. V., Agu, E. E., Idemudia, C., & Ijomah, T. I. (2024). Improving customer engagement and crm for smes with ai driven solutions and future enhancements. International journal of engineering research and development, 20(8), 1150-1168.
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  30. Kabir, M. F., Rahman, M. A., Al Mobin, K. S., & Rana, M. I. C. (2025). The Impact of Artificial Intelligence on Business Transformation: Enhancing Decision-Making, Operational Efficiency, and Customer Experience. IJSAT-International Journal on Science and Technology, 16(1). doi:https://doi.org/10.71097/IJSAT.v16.i1.2421
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  33. Lee, Y., Kozar, K. A., & Larsen, K. R. (2003). The technology acceptance model: Past, present, and future. Communications of the Association for Information Systems, 12(1), 752-780. doi:https://doi.org/10.17705/1CAIS.01250
  34. Marston, S., Li, Z., Bandyopadhyay, S., Zhang, J., & Ghalsasi, A. (2011). Cloud computing—The business perspective. Decision support systems, 51(1), 176-189. doi:https://doi.org/10.1016/j.dss.2010.12.006
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  38. Nwabuike, C. C., Onodugo, V. A., Arachie, A., & Nkwunonwo, U. C. (2020). Blockchain technology for cyber security: Performance implications on emerging markets multinational corporations, overview of Nigerian internationalized banks. International journal of scientific & technology research, 9(8), 244-252.
  39. Nwagbala, S. C., Ezeanokwasa, F. N., Nwachukwu, R., Uzodike, N. J., & Nwosu, O. P. (2025). AI adoption and sustainability of SMES in Africa: Opportunities and challenges. International Journal of Science and Research Archive, 14(1), 467-475. doi:https://doi.org/10.30574/ijsra.2025.14.1.0009
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  41. Okafor, C. A., & Chia, I. I. (2024). Digital Strategies and Operational Efficiency of Small Businesses in North Central Nigeria. International Journal of Capacity Building in Education and Management, 6(3), 17-34.
  42. Okwudiri, N., Arachie, A. E., Elechi, S., & Egede, F. (2025). Effect of digital marketing adoption on the sustainable growth of small and medium enterprises (SMEs): evidence from Nigeria. Corporate Sustainable Management Journal (CSMJ), 3(2), 38-44. doi:https://doi.org/10.26480/csmj.02.2025.38.44
  43. Olan, F., Arakpogun, E. O., Suklan, J., Nakpodia, F., Damij, N., & Jayawickrama, U. (2022). Artificial intelligence and knowledge sharing: Contributing factors to organizational performance. Journal of Business Research, 145, 605-615. doi:https://doi.org/10.1016/j.jbusres.2022.03.008
  44. Omonzejele, F. E., & Okogun, F. (2025). Artificial Intelligence and Productivity in Nigerian Small Scale Businesses: A Review of Literature. Journal of Management Science and Entrepreneurship, 8(7), 154-171. doi:https://doi.org/10.70382/bejmse.v8i7.033
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