International records / OpenAlex research

Contemporary Marketing Strategies and Performance of Agricultural Firms in Nigeria

This study, titled the effect of contemporary marketing strategies on the performance of agricultural firms in Benue State, Nigeria, adopted a quantitative research design to assess how social media marketing (SMM), relationship marketing (RLM), and content marketing (CTM) influence firm performance. The population comprised agricultural firms in Benue State, and a purposively selected sample of 101 respondents was surveyed. Descriptive results showed that 46.5% of the firms were small, 30.7% medium, and 22.8% large. On social media marketing adoption, 55.4% were at a medium level, 25.7% high,…