International records / OpenAlex research

Digital Marketing and Consumer Behaviour of Selected Deposit Money Banks in Lagos State, Nigeria

The banking sector is a service-based industry that offers a variety of financial services to customers. To improve their market share, banks often fight for consumers. The boundaries between sectors are being blurred by digital technologies. With the introduction of digital marketing by banks and the ability for deposit money institutions to effectively listen to and track brand discussions, a substantial new potential for achieving desired consumer behavior has emerged. Traditional cash transactions and physical banking remain popular in Nigeria, despite the growing use of the internet in th…