The Synergistic Role of Leadership and Digital Marketing in Nigerian Traditional Open Market Systems Amidst the Global Health Pandemic (Covid-19)

Yaibimi Simon Ayogoi
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Yaibimi Simon Ayogoi: University of Africa, Toru-Orua Bayelsa State, Nigeria

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 6, 2474-2487

Abstract: This research engineers the call for a digital marketing transformation of the retail and wholesale activities of the Nigerian Open markets’ operations. In view of the COVID-19 Crisis which has had devastating effects on many businesses and health status of the populace, especially on wholesale and retail businesses and startups. Switching to digital marketing or a combined use of off-line and digital marketing strategies in the Open markets of Nigeria will solve the current question that has been begging for answer around the world which is, how to minimize/manage the spread of the Corona virus which is experiencing a spike in infections due to community spread, while avoiding economic collapse? The research used a descriptive survey design with an infinite population of respondents and Cochran formula at 95% confidence level was used to arrive at 385 respondents. However, only 350 responses were successfully retrieved. Using correlation analysis on SPSS version 25, the study revealed that there is a significant statistical relationship between digital marketing and business profitability and wealth creation of TOM operations during the lockdown. Leadership role has a significant but moderate correlation with digital marketing transformations in the open markets.

Date: 2025
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