ACHIEVING SUSTAINABLE DEVELOPMENT OF BOTTLED WATER BUSINESSESIN NIGERIA THROUGH INNOVATIVE DIGITAL MARKETING PLATFORMS

Abstract

This paper investigated the effect of innovative digital marketing platforms on the sustainable development of bottled water businesses in Nigeria, with a special reference to Anambra State. The paper aimed to investigate how specific innovative social media marketing platforms, affiliate marketing platforms, search engine platforms, email marketing platforms, and mobile marketing platforms contribute to the sustainable development of selected bottled water manufacturing firms in Anambra State, Nigeria. Relevant literature concerning the study variables was reviewed. A descriptive research design was employed, utilizing a survey method. The methodology was used to address the research. Objectives. The hypotheses formulated to guide the study were tested using the partial least squares structural equation modeling statistical technique at a 0.05  level of significance. The findings revealed that an innovative social media marketing platform has a significant and positive impact on the sustainable development of bottled water manufacturing firms. The findings showed that an innovative affiliate marketing platform has a substantial and positive effect on the sustainable development of bottled water manufacturing firms. The study found that an innovative search engine marketing platform has a significantly positive impact on the sustainable development of bottled water manufacturing firms. The findings revealed that the EMA marketing platform has a significant and positive effect on the sustainable development of bottled water manufacturing firms. The study found that an innovative mobile marketing platform has significantly and positively contributed to the sustainable development of bottled water manufacturing firms. Based on the significant and positive effects of innovative digital marketing platforms on the sustainable development of bottled water firms in Anambra State, Nigeria, the paper recommends that innovativeness in digital marketing strategies should be sustained.