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Vol. 2 No. 2 (2026): August

Digitisation, E-Commerce and Cloud Computing as Determinants of Firm Performance among FMCG Firms

https://doi.org/10.35912/jdbm.v2.n2.p153-171.2026

Abstract

Purpose: This study investigates digitization, e-commerce, and cloud computing and their effects on product quality, competitive advantage, and operational efficiency in Fast-Moving Consumer Goods (FMCG) firms.

Research Methodology: This study adopted a survey research design. The valid responses comprised 122 managerial (senior and junior) staff in FMCG business organizations located in Southeast Nigeria. Primary data were analyzed using descriptive statistics, Pearson Product-Moment Correlation (PPMC) coefficient, SEM, and linear regression techniques.

Results: Structural Equation Modeling (SEM) results revealed a good model fit (χ² = 6.31, df = 9, p > .05; Comparative Fit Index (CFI) = 0.998; Tucker-Lewis Index (TLI) = 0.993; Root Mean Square Error of Approximation (RMSEA) = 0.021). Linear regression showed that digitization had a weakly significant effect on product quality (β = 0.164, p = .049); e-commerce had a strongly significant effect on competitive advantage (β = 0.918, p < .001); and cloud computing had a strongly significant effect on operational efficiency (β = 0.964, p < .001).

Conclusions: The study concludes that digitization, e-commerce, and cloud computing significantly affect the performance of fast-moving consumer goods firms in South-Eastern Nigeria.

Limitations: This study focused on a sample of firms from one geopolitical zone, which affects the generalizability of the findings.

Contributions: This study contributes to the literature by disaggregating digitization, e-commerce, and cloud computing as distinct constructs and examining their specific effects on product quality, competitive advantage, and operational efficiency among FMCG firms in an empirical context, South-Eastern Nigeria, which remains under-researched.

Keywords

Cloud Computing Competitive Advantage Digitisation E-Commerce Firm Performance

How to Cite

Nwosu, K. C. ., Nwokoye, I. E. ., Ngwube, A. C. ., Mbamalu, I. E. ., & Egbunike, C. F. . (2026). Digitisation, E-Commerce and Cloud Computing as Determinants of Firm Performance among FMCG Firms. Journal of Digital Business and Marketing, 2(2), 153–171. https://doi.org/10.35912/jdbm.v2.n2.p153-171.2026

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Authors

1 Kanayo Chike Nwosu
Nnamdi Azikiwe University, Anambra, Nigeria
2 Ifeoma Emmanuella Nwokoye
Nnamdi Azikiwe University, Anambra, Nigeria
3 Angel Chinenye Ngwube
Nnamdi Azikiwe University, Anambra, Nigeria
4 Ifunanya Euphemia Mbamalu
Nnamdi Azikiwe University, Anambra, Nigeria
5 Chinedu Francis Egbunike
Nnamdi Azikiwe University, Anambra, Nigeria

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Vol. 2 No. 2 (2026): August
Section: Articles
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