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SALES PROMOTIONAL STRATEGIES, CORPORATE WEBSITES, AND THEIR JOINT EFFECT ON MARKETING PERFORMANCE

Chijioke Emmanuel Okoro
Published 30 January 2025
Vol. 11, No. 4 (2023)
pp. 16-24
CC BY 4.0
  1. 1
    Chijioke Emmanuel Okoro
    Department of Marketing, Faculty of Management Sciences, Rivers State University
    NG

The focus of this study was to examine the moderating effect of corporate websites on sales promotional strategies and marketing performance of fast-food firms in Port Harcourt Metropolis. The study adopted the cross-sectional survey research design. The population of the study comprises twenty fast food firms in Port Harcourt Metropolis. The study used a structured questionnaire instrument to collect data from the respondents. The study used the stepwise regressions to test the hypotheses. The findings of the study revealed that: corporate websites strongly moderate between promotional strategies and marketing performance of fast-food firms in Port Harcourt. The study recommends that fast food firms should constantly develop and keep updating their corporate websites as it has a significant effect on the perception of customers about the firms. It also serves as a conduit to better inform prospective customers and existing customers about the brand.

JournalJournal of Marketing Management and Research
ISSN3065-033X
Volume / IssueVol. 11, No. 4 (2023)
Pages16-24
Published30 January 2025
Access Open Access
LicenseCC BY 4.0 — reuse with attribution
PublisherKeith Publications
Okoro, C. (2025). SALES PROMOTIONAL STRATEGIES, CORPORATE WEBSITES, AND THEIR JOINT EFFECT ON MARKETING PERFORMANCE. Journal of Marketing Management and Research, Vol. 11 No. 4, pp. 16-24

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