Digital Marketing and Performance of Multinational Corporations in the Post-Covid-19 Era

Abstract

This study on the impact of digital marketing on the performance of Multinational corporations in the post Covid-19 era examines the extent to which multinational corporations utilize digital marketing techniques and how such enhances their performances in the post covid19 era. The study adopts a descriptive research survey design. A pilot study was conducted using a test-retest method and tested using Cronbach's alpha to ascertain the reliability of the research instrument.  Again, the population of the study is infinite because most of the mobile s respondents are mobile. Thus, considering the nature of the population, the study adopts the Godden sample size statistical formula of the infinite population to reach respondents numbering 384 through a structured questionnaire. The statistical tools comprised descriptive and inferential statistics and hypotheses tested using simple linear regression analysis. Findings revealed that there is a significant positive relationship between website marketing and customers satisfaction (r = .331, p-value <0.05, there is a significant positive relationship between email marketing and customers loyalty (r = .296, p-value <0.05), there is a significant positive relationship between social media marketing and customers patronage (r = .330, p-value <0.05). Given the findings, the study concludes that there is a significant positive relationship between digital marketing and the performance of multinational corporations. Premised on the finding, the study, therefore, recommends that Multinational firms strengthen their innovative strategies in not only sustaining reaching target customers, but effort should be made to continuously carry out reviews of their infrastructure from time to time with the view to ensuring that customers are satisfied.