The Impact of Digital Marketing and Contextual Factors on the Sustainability of Retailers in Traditional Open Markets: A Study of Selected Markets in Ibadan, Oyo State, Nigeria

Adewale Olusesan Taiwo and Morenikeji Abiola
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Adewale Olusesan Taiwo: Leadcity University, Ibadan. Oyo State, Nigeria.
Morenikeji Abiola: Federal Inland Revenue Service, Ibadan

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 2, 4069-4079

Abstract: This study investigates the impact of digital marketing and contextual factors on the sustainability of retailers in traditional open markets in Ibadan, Nigeria. Traditional markets, vital to local economies and culture, face challenges such as competition from modern retail formats, economic volatility, and evolving consumer preferences. Digital marketing, with its potential to expand market reach and enhance customer engagement, offers opportunities for these retailers. However, adoption remains limited due to technological, financial, and socio-cultural barriers. Contextual factors, including economic conditions, infrastructure, and cultural dynamics, significantly influence the sustainability of these enterprises. Using a cross-sectional survey design, data was collected from 438 retailers in Ibadan’s major markets. Regression analysis revealed that digital marketing has a weak but significant positive impact on sustainability (β = 0.263, p

Date: 2025
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