Impact of Internet Marketing on Photography i n Lagos State, Nigeria

Abass Salimat M., Auwal Ahmad 
(Department of Business Administration, Ahmadu Bello University, Zaria)

Abstract: The study examined the impact of internet marketing on photography in Lagos state, by focusing mainly on social media, search engine and website as internet marketing tools and measured performance in terms of customer intention, customer satisfaction and customer loyalty. Primary data and online observations were employed. A cross sectional survey research method was used. Questionnaire was used to collect data from 140 photographers from the 1484 registered online photographers in Lagos. Data were analysed using multiple regression to test the hypotheses. Findings revealed that social media, search engine and website collectively influenced customers of Photographers in Lagos. The study concluded that it is valuable for photographers to adapt to, and use internet marketing media in promoting their services as technology changes and new platforms emerge. It is recommended by the study that photographers in Nigeria should adopt internet marketing tools for both communication and marketing advantages.

Key words: impact; internet marketing; photography; Lagos State

JEL codes: M31