Enhancing Operational Efficiency of Selected Asset Management Firms in Nigeria: The Roles of Social Media and Content Marketing

This study investigated digital marketing practices and operational efficiency of selected Asset Management Firms in Nigeria. The broad objective was to examine how digital marketing practices contribute to improving operational efficiency within selected asset management firms in Nigeria. An explanatory descriptive research approach was adopted for the study. Data were collected from 245 respondents through the use of a structured questionnaire. Descriptive statistics (figures, percentages, mean) and Inferential statistics (Standard Deviation, ANOVA, Pearson Coefficients, & Regression) were used as methods of data analysis. Regression analysis was employed to evaluate the extent to which social media marketing and content marketing explain the variations in operational efficiency. The results indicated that social media marketing recorded a correlation coefficient of R = 0.787 with an R² of 0.784, while content marketing demonstrated R = 0.796 with an R² of 0.793. The study concludes that effective implementation of digital marketing significantly enhances operational efficiency within the selected asset management firms. It recommends sustained investment in digital marketing technologies, employee digital capabilities, and customer-centered communication strategies to strengthen operational performance and organisational competitiveness.