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Assessing the Impact of Digital Advertising on the Marketing
Performance of Deposit Money Banks in Rivers State, Nigeria.
Samuel Obiebi*
Faculty of Management Sciences, Department of Marketing, University of Port Harcourt, Rivers State,
Nigeria.
*Corresponding Author
DOI: https://dx.doi.org/10.47772/IJRISS.2025.914MG00238
Received: 19 November 2025; Accepted: 25 November 2025; Published: 12 December 2025
ABSTRACT
This study empirically investigated the relationship between digital advertising strategies and the marketing
performance of deposit money banks in Rivers State. The study adopted the quantitative research methodology
and quasi-experimental research design method through cross-sectional survey design. The population
comprised nineteen (19) listed deposit money banks operating in Rivers State. One hundred and twenty-seven
(127) questionnaires were distributed; one hundred and nineteen (119) were fit for analysis. Face and content
validity and Cronbach's Alpha were used to measure the validity and reliability. All were fit for the analysis. The
Pearson Product-Moment Correlation and Partial Correlation tools were adopted with the aid of Statistical
Package for Social Sciences (SPSS version 23.0). The findings of the study showed that social media advertising
was significantly related with the marketing performance of deposit money banks in Rivers State; e-mail
advertising significantly related with marketing performance of deposit money banks in Rivers State; pop-up
advertising significantly related with marketing performance of deposit money banks in Rivers State and
mobilebased advertising significantly related with marketing performance of deposit money banks in Rivers
State. Based on the findings, the study concluded that digital advertising strategies (social media advertising, e-
mail advertising, pop-up advertising, and mobile-based advertising) have a positive and significant impact on
marketing performance (brand awareness and customer engagement) of deposit money banks in Rivers State.
The study thus recommended that deposit money banks should ensure that their E-trade channels command trust
in such a way that customers can effectively transact business through such channels without being defrauded.
It must be proven at all instances by these deposit money banks that their social media channels are reliable; this
must be guaranteed by providing customers with 24-hour information about their offerings.
Keywords: Digital marketing, Online advertising, Marketing performance,customer engagement.
INTRODUCTION
The COVID-19 pandemic severely impacted global economic performance, and nearly all sectors of the
economy, including Nigeria's deposit money banks, were affected (Ozili, 2020). The pandemic brought
significant changes to the Nigerian banking industry (Alao et al., 2023), as social distancing measures disrupted
in-bank transactions and limited customer access due to reduced staff availability (Nwokah & Poi, 2016;
Onyekwena & Ekeruche, 2020). The uncertainty surrounding the crisis led to panic buying, hoarding of foreign
currency, and the implementation of remote work policies within banks. Many borrowers struggled to service
their loans, which weakened banks' profitability and financial stability (Ozili, 2020). In response, banks have
sought innovative ways to reach and retain customers digitally. Digital advertising, a key form of online
promotion, enables businesses to communicate marketing messages directly to target audiences and encourage
purchasing behavior (Akins, 2023). It supports both local and international transactions and helps firms maintain
ongoing customer relationships through websites that provide detailed product information and facilitate
informed purchasing decisions (Guo & Li, 2023).
Statement of the Problem
Empirical evidence suggests that the digitalization of banks' advertising messages has significantly enhanced
communication efficiency and customer engagement in the industry. The growing use of digital platforms has
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improved service delivery, transparency, and transaction speed. However, despite these benefits, many customers
remain distrustful of digital advertisements and skeptical about the security of online banking platforms. Studies
have identified several challenges associated with digital advertising by deposit money banks, including privacy
concerns and online trust issues (Eshiett, 2024), regulatory uncertainty, and limited literacy (Chan, 2018;
Crawford University, 2022 & Ihinmoyan, 2022). Consequently, some customers are reluctant to engage in e-
transactions despite continuous promotional efforts (Njoku & Ani, 2023). Persistent fears of fraud and data
breaches have further reduced patronage and negatively impacted profitability (Umoh, Ofurum, & Soyingbe,
2024). Although extensive research has examined digital advertising within the banking sector, limited attention
has been given to its influence on marketing performance. Most existing studies have focused primarily on
customers' perceptions, behavioral intentions, and adoption of digital banking technologies, with little emphasis
on how digital advertising strategies affect banks' marketing outcomes, including customer acquisition, retention,
and profitability. This gap necessitates a contextual investigation of how digital advertising strategies contribute
to the marketing performance of deposit money banks in Rivers State, Nigeria.
Aim and Objectives of the Study
This study aims to empirically investigate the relationship between digital advertising strategies and the
marketing performance of deposit money banks in Rivers State. The specific objectives are to determine the
extent to which email, pop-up, and mobile advertising relate to brand awareness and customer engagement
among deposit money banks in Rivers State.
Research Hypotheses
Hypotheses were all stated in null form; email advertising, pop-up advertising, and mobile-based advertising
have no significant relationship with brand awareness and customer engagement of deposit money banks in
Rivers State.
Scope of the Study
This study focuses on the existing literature and the empirical relationship between digital advertising strategies
and marketing performance. Specifically, it examines the relationships between the independent variable's
dimensions (email advertising, pop-up advertising, and mobile-based advertising) and the dependent variable's
measures (brand awareness and customer engagement) for deposit money banks in Rivers State, Nigeria. Data
were obtained from top and middle managers of these banks.
LITERATURE REVIEW
Conceptual Framework
Figure 1: Conceptual Framework of the Relationship between Digital Advertising Strategies and Marketing
Performance
Source: Researcher’s review from relevant literature (2022) adapted from (Craig, 2021).
Digital Advertising Strategies
Marketing Performance
Email Advertising
Pop-up Advertising
Brand Awareness
Customer Engagement
Mobile-Based Advertising
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Concept of Digital Advertising Strategies
Digital advertising is about delivering advertisements to Internet/online users via websites, e-mail, ad-supported
software, and Internet-enabled smartphones. Examples of digital advertising include contextual ads on search
engine result pages, banner ads, rich media ads, social network advertising, interstitial ads, digital classified
advertising, advertising networks, and email marketing (including spam) (Zhou, 2023). Digital advertising is a
modern promotional tool that uses the Internet and the World Wide Web primarily to deliver marketing messages
to customers (Kim & Park, 2012; Wuisan & Handra, 2023; Aleisa et al., 2023). Digital advertising involves
contextual advertising on search engine results pages, banner ads, social network advertising, advertising
networks, and e-mail marketing, including e-mail spam. Online video directories for brands are a good example
of interactive advertising. These directories complement television advertising and allow viewers to see
commercials for multiple brands (Bettiga & Noci, 2024).
Dimensions of Digital Advertising
E-Mail Advertising
E-mail Advertising is a component of electronic marketing practices and has been shown to significantly
influence service satisfaction in Nigerian banks (Oladejo et al., 2024). It serves as a strategic communication
tool for educating customers and strengthening their relationship with a brand (Thomas, Chen, & Iacobucci,
2022), E-mail advertising fosters loyalty, trust, and brand awareness, while Dehkordi et al. (2012) note its role
in enhancing service quality and customer attention (Ramadhani, Prastowo, & Isrial, 2025). Moreover, email
advertising has been shown to offer high returns for a low cost, making it a valuable tool in digital marketing
(EmailToolTester, 2024).
Pop-Up Advertising
Pop-up advertisements are a form of online advertising designed to attract attention and direct users to websites
where they can engage with products or services (Yetkin & Basal, 2024). pop-up ads alter the user’s visual field,
producing greater visual stimulation compared to standard online formats such as banner ads (Suryadi et al.,
2024). Empirical evidence shows that pop-up advertisements generate significantly higher click-through rates,
up to 13 times greater than conventional display banners (Popupsmart, 2025)..
However, despite their effectiveness in capturing user attention, pop-up advertisements are frequently perceived
as intrusive and disruptive (Vijayakumar, Rahiman, & Sriranga Prasad, 2024). Their tendency to interrupt
browsing activities contributes to unfavorable user attitudes toward them. Nevertheless, from an advertiser's
perspective, this attention-grabbing nature can enhance message recall and purchase intention, positioning
popups as an effective yet controversial digital marketing strategy.
Mobile-Based Advertising
Mobile-based advertising (m-advertising) refers to promotional messages delivered through mobile devices such
as smartphones and tablets. It enables personalized and interactive communication between advertisers and
consumers (Sario et al., 2024). Mobile advertising reaches a wide range of audiences across different
demographics and locations (SQ Magazine, 2025). According to Abdelkefi, 2025, understanding consumer
attitudes toward mobile advertising is essential for enhancing its effectiveness and user acceptance. Mobile
devices facilitate high interactivity, as consumers can respond directly to advertisements via calls, SMS, MMS,
or links to the advertiser's website (Ahmad, Rana, & Anjum, 2023). This interaction fosters two-way
communication and encourages engagement. Moreover, mobile advertising supports viral marketing, where
users share promotional content with peers, thereby enhancing message credibility and extending reach
organically.
Marketing Performance
Marketing performance reflects how effectively a company achieves its marketing objectives with the resources
available. It is often evaluated through key indicators such as website traffic, click-through rates, conversion
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rates, and the influence of digital marketing on brand awareness, customer engagement, and satisfaction (Ahmed,
2024). Measuring marketing performance enables firms to align their strategies, enhance competitiveness, and
respond effectively to market changes. From a broader perspective, marketing performance represents the extent
to which marketing goals are achieved, encompassing both financial and non-financial outcomes such as
profitability, productivity, market share, and customer retention (Mobydeen, 2021). Organizations use key
performance indicators (KPIs) to evaluate their progress toward strategic goals and enhance overall
effectiveness.
Brand Awareness
Brand awareness refers to the extent to which a consumer can identify a brand. Similarly, Kotler and Keller,
2016; also argued that brand awareness is related to the strength of brand information that allows marketers to
measure consumers' ability to identify brands in various conditions. Brand awareness is understood as the idea
that if a customer can hear or see a brand and then see or hear it again, the customer will remember the brand
and distinguish it from competing brands. According to Aaker (2015), Brand awareness is an asset that affects
perceptions, likes, and even consumer behavior. It can influence purchase decisions about brands, thereby
enhancing loyalty (Chen, 2024).
Brand awareness is the ability of a potential buyer to recognize and recall a brand within a particular product
category. Brand awareness is recognized as a vital component of overall brand knowledge, shaping how
consumers identify and remember a brand (López-Rodríguez & Sánchez-García, 2024). If consumers know a
particular brand—whether actively or passively acquired—their brand awareness of that product or service tends
to be high (Zhou & Wang, 2023). Following these discussions, this study adopts the definition of Brand
awareness as a buyer’s ability to recognize or recall that a specific brand name belongs to a particular product
category, reflecting the strength of brand memory and consumer familiarity (Keller & Brexendorf, 2022).
Customer Engagement
Customer engagement refers to the degree of a customer’s cognitive, emotional, and behavioral involvement
with a brand or organization, reflecting active participation and the strength of the relationship (Hollebeek, Clark,
& Macky, 2021). Customer engagement can also be defined as the intensity of a customer’s emotional and
psychological connection with a company’s products or services, reflecting the depth of their relationship and
involvement with the brand (Rather, 2023).
Recent studies have identified key customer engagement metrics, including customer lifetime value, referral
behavior, influencer value (word-of-mouth impact), and knowledge value, which collectively determine
customer contribution to brand growth (Harmeling et al., 2017). Even though this framework is in its infancy,
the propositions proposed lack specificity and uniqueness from other constructs. On the positive side, recent
studies have identified antecedents of customer engagement such as commitment, satisfaction, trust, and brand
image, which are also vital factors influencing employee engagement (Hollebeek et al., 2019). Additionally,
recent research has proposed advanced conceptual models of customer brand engagement grounded in empirical
studies and qualitative insights (Hollebeek et al., 2022). There is limited empirical evidence to validate proposed
customer engagement models; however, recent research highlights key engagement dimensions, such as
immersion, passion, and activation (Dessart et al., 2023).
Digital Advertising Strategies and Marketing Performance
The digital advertising industry has seen enormous growth in recent years, an increase that has yet to reach its
peak. In the United States, digital ad spending was projected to surpass traditional advertising for the first time
in 2019 (eMarketer, 2019). Digital ads allow marketers to build stronger relationships with consumers and give
them an active role in the communication process. Today, consumers are not just passive viewers but also share,
comment on, and even co-create promotional content. For example, social media influencers now produce and
distribute branded material among their followers (De Veirman et al., 2017).
Furthermore, online advertisements are often seamlessly integrated into user-generated or editorial content,
making their commercial intent less obvious and more challenging to avoid. Liaukonyte et al. (2015) measured
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changes in website traffic and conversions within brief time windows around television ad airings, using
quasirandom scheduling to ensure that changes in engagement were attributable to the ads themselves. Similarly,
Narayanan and Kalyanam (2015) analyzed how ad position affects performance using natural variations in
search-ad bidding. A significant advantage of digital media is its ability to target specific audiences by leveraging
vast amounts of user data. This enables advertisers to reach relevant segments efficiently while minimizing
wasted spending. Data-driven targeting also enables greater personalization, making ads more relevant and
persuasive—though this raises important questions about consumer privacy and data control.
Strychartz et al. (2019) explored whether educating users about how personalization works could help them
make informed choices. In an online experiment (N = 514), one group viewed a video explaining how Google
customizes ads, while another watched a general overview of personalization. Results showed that learning about
the process indirectly encouraged users to opt out through heightened awareness and motivation.
Digital ads are also frequently embedded within entertainment such as video games, YouTube clips, or influencer
posts. Because these formats blend promotion with leisure content, audiences—especially minors—may struggle
to identify them as advertisements. Van Dam and Van Reijmersdal (2019) examined adolescents’ understanding
of influencer marketing and found that while young viewers often accept sponsored content, they rarely question
its persuasive intent. Their study also revealed that clear sponsorship disclosures can improve awareness of
commercial motives.
Theoretical Framework
The study was founded on the diffusion of innovation theory, and the uses and gratification theory constitute the
theoretical base for this study. The diffusion of innovation theory explains how new ideas, technologies, or
information spread over time through communication channels within a social system (Rogers, 2020). According
to recent studies, the uses and gratifications theory explains how individuals actively select and use media to
satisfy specific needs, such as information, entertainment, or social interaction (Ruggiero, 2020).
Empirical Review
Empirical evidence across various contexts underscores the positive impact of digital advertising on consumer
behavior and organizational performance. Okon and Kolo (2021) found a significant relationship between digital
advertising and consumer patronage among business students in Nigeria, highlighting the influence of online
promotional strategies on purchasing intent. Similarly, Ihinmoyan (2022) revealed that digital advertising
significantly affects consumer buying behavior in Nestle Nigeria Plc., establishing a link between digital
exposure and purchase decisions. Sulaimon et al. (2021) reported a strong correlation between digital advertising
and consumer buying behavior in Lokoja, emphasizing that social media and online messages enhance buyer
engagement and patronage.
Beyond consumer goods, several studies have examined the effectiveness of digital advertising through design
and contextual factors. Segev et al. (2014) observed that contextually relevant banner ads foster positive brand
attitudes and purchase intent. Conversely, Pasqualoti and Baccino (2014) found that intrusive placements can
delay information processing, suggesting the need for strategic ad positioning. Recent research indicates that
animated advertisements can sometimes distract viewers, whereas static formats are more effective in sustaining
user attention and information retention (Wang & Lang, 2022). These findings collectively emphasize that
message clarity, placement, and interactivity significantly shape advertising outcomes.
In addition, Jeshurun (2018) asserted that email marketing remains an effective and cost-efficient digital tool for
reaching customers, although regulatory constraints and competition challenge its efficiency.
METHODOLOGY
This study adopted a cross-sectional survey design to examine the relationship between digital advertising
strategies and marketing performance among deposit money banks (DMBs) in Rivers State. The target
population comprised 190 regional heads, area managers, and branch managers from nineteen (19) listed and
licensed DMBs operating in the state (CBN, 2024). Using the Krejcie and Morgan sampling table, a
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representative sample of 127 respondents was selected. Data were collected using a structured questionnaire
divided into two sections: Section A captured demographic data, while Section B focused on variables relating
to digital advertising and marketing performance. The questionnaire was structured on a five (5) point Likert
scale with weights assigned as follows: 5 = Strongly agree, 4 = Agree, 3 = Neutral, 2 = Disagree, 1 = Strongly
disagree. Reliability was established using Cronbach's alpha, with a coefficient ≥ 0.70 considered acceptable
(Nunnally, 1978). Data analysis employed Pearson's Product-Moment Correlation Coefficient (r) using SPSS
version 23 to test the stated hypotheses.
RESULTS AND DISCUSSION
Data Presentation
Figure 2 presents the general statistics of the study participants. As shown in Figure 2A, of the 127 distributed
questionnaires, 120 were retrieved, yielding a 94.5% response rate and 119 usable copies (99.2%), indicating a
highly reliable dataset. Figure 2B shows the gender distribution: 65.5% of respondents were male and 34.5%
were female, suggesting a higher male representation in the sample. Figure 2C shows the educational
qualifications of respondents, revealing that the majority possessed a Degree or HND (36.1%), followed by
M.Sc./MBA holders (22.7%), OND/NCE (16.8%), O-Level (16%), and Ph.D. (8.4%), indicating that most
participants were highly educated professionals. Lastly, Figure 2D displays the respondents’ years of experience,
where 35.3% had 6–10 years of experience, 30.3% had 11–15 years, 17.6% had over 16 years, and 16.8% had
0–5 years, suggesting that the majority of respondents were seasoned employees with significant industry
exposure.
Figure 2: Overview of respondents’ demographic characteristics. (A) Sample size distribution of the study, (B)
Gender composition of participants, (C) Educational qualification levels of respondents, and (D) Years of
experience in the banking sector.
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Univariate Analysis of digital advertising strategies and marketing performance
Table 1: Frequencies of Items of E-mail Advertising Responses
S/N
Items
Mean
Remark
EM1
Email advertising has increased the subscriber list for products by prospective
customers
3.8
Agreed
EM2
Email advertising has effectively and steadily linked products’ brands and customers
4.0
Agreed
EM3
Email advertising has provided a consistent and better customer experience
4.4
Agreed
EM4
The delivery rate of email advertising is quite good in reaching target customers and
has enhanced market share
4.5
Agreed
Weighted Mean score
4.2
Agreed
Table 1 and supplementary Table 1 present the frequencies, percentages, and mean scores of the respondents
on four statement items of the e-mail advertising scale. The weighted mean scores for responses on EA1, EA2,
EA3, and EA4 were 3.8, 4.0, 4.4, and 4.5, respectively. This means that the respondents agreed with each of the
four (4) items, with mean scores exceeding the criterion mean (3.0). The grand weighted mean was equally
greater than 3.0. It further indicates that e-mail advertising is positively associated with the marketing
performance of deposit money banks in Rivers State.
Table 2: Frequencies of Pop-Up Advertising Responses
S/N
Items
Likert score
Remark
PA1
Customers find the pop-up ads fun
3.7
Agreed
PA2
The level of ads that pop up from the apps meets customers’ needs and
expectations
4.0
Agreed
PA3
The content that appears in the ad is very attractive
4.5
Strongly Agreed
PA4
It is possible to buy a product from the pop-up ads
3.5
Agreed
Weighted Mean score
3.9
Agreed
The results in Table 2 and supplementary Table 2 show the frequency, percentages, and mean scores of the
respondents on four statement items of the pop-up advertising scale. The weighted mean scores for responses to
PA1, PA2, PA3, and PA4 were 3.7, 4.0, 4.5, and 3.5, respectively. This means that the respondents agreed with
each of the four (4) items, with mean scores exceeding the criterion mean (3.0). The grand weighted mean was
equally greater than 3.0. It further indicates that pop-up advertising is positively associated with the marketing
performance of deposit money banks in Rivers State.
Table 3: Frequencies of Mobile-Based Advertising Responses
S/N
Items
Mean
Remark
MBA3
Information in the mobile advertisement is always credible
3.8
Agreed
MBA1
Mobile advertising provides basic information on products and services
4.4
Agreed
MBA2
Mobile advertisement provides value added information
4.2
Agreed
MBA4
The contents in mobile advertisement are often annoying
3.5
Agreed
Weighted Mean score
3.8
Agreed
The results in Table 3 and supplementary Table 3 show the frequency, percentages, and mean scores of the
respondents on four statement items of the mobile-based advertising scale. The weighted mean scores for
responses to MBA1, MBA2, MBA3, and MBA4 were 4.4, 4.2, 3.8, and 3.5, respectively. This means that the
respondents agreed with each of the four (4) items, with mean scores exceeding the criterion mean (3.0). The
grand weighted mean was equally greater than 3.0. It further indicates that mobile-based advertising is positively
associated with the marketing performance of deposit money banks in Rivers State.
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Table 4: Frequencies of Item Brand Awareness Responses
S/N
Items
Mean
Remark
BA1
Customers are familiar with our product/service on pop-ups
4.0
Agreed
BA2
Our product is one of the most popular products
4.0
Agreed
BA3
The product name is short and simple
4.4
Agreed
BA4
The product is made in a way that it can be easily known
4.1
Agreed
Weighted Mean score
4.1
Agreed
Table 4 and supplementary Table 4 indicate that the respondents in this study agreed with each of the four (4)
brand awareness statement items, with weighted means of BA1=4.0, BA2=4.0, BA3=4.4, and BA4=4.1 (mean
scores greater than 3.0). The grand mean (4.1) was equally greater than 3.0. These results showed that brand
awareness is positively associated with the digital advertising strategies of deposit money banks in Rivers State.
Table 5: Frequencies of Customer Engagement Responses
S/N
Items
Mean
Remark
CE1
Customers prefer banks that offer customers the opportunity to participate in brand
development.
4.4
Agreed
CE2
Banks that engage in customer-firm collaboration are the ones they will patronize.
4.2
Agreed
CE3.
Our brand responds to customers as part of its responsibility.
3.5
Agreed
CE4.
The management of this bank regards customers as important
3.3
Agreed
Weighted Mean score
3.9
Agreed
Table 5 and supplementary Table 5 indicate that the respondents in this study agreed with each of the four
statement items on customer engagement, with weighted means of CE1=4.4, CE2=4.2, CE3=3.5, and CE4=3.3
(all greater than 3.0). The grand mean (3.9) was equally greater than 3.0. These results showed that customer
engagement is positively associated with the digital advertising strategies of deposit money banks in Rivers
State.
Bivariate Analysis using Pearson Product-Moment Correlation Coefficient
Decision Rules: Accept the null hypotheses (Ho) and reject the alternative hypotheses (Ha) if the significant
probability value (PV) ˃0.05, that is, no considerable coefficient exists. Reject the null hypotheses (Ho) and
accept the alternative hypotheses (Ha) if the significant probability value (PV) ˂0.05, that is, a considerable
coefficient exists. The strength of the influence is decided thus; -0.1 to -0.3(weak negative influence), -0.4 to 0.6
(moderate negative influence), -0.7 to -0.9 (strong negative influence), -1 (perfect negative influence); +0.1 to
+0.3 (weak positive influence), +0.4 to +0.6 (moderate positive influence), +0.7 to +0.9 (strong positive
influence), +1 (perfect positive influence).
Table 6 Correlation Analysis showing the relationship between e-mail advertising and brand awareness
**. Correlation is significant at the 0.05 level (2-tailed).
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Interpretation: In Table 6 above, a PPMCC(r) of 0.893 and a probability value of 0.000 (Sig.< 0.05). This
evidence indicated a positive and significant relationship between e-mail advertising and brand awareness among
deposit money banks in Rivers State. Also, at r
2 =
0.797, the coefficient of determination for the correlation
between e-mail advertising and brand awareness of deposit money banks in Rivers State was 79.7%, indicating
a strong, positive correlation. Holding that sig value < 0.05 and r > 0.5, the null hypothesis was rejected,
indicating a significant relationship between e-mail advertising and brand awareness of deposit money banks in
Rivers State.
Table 7: Correlation Analysis showing the relationship between e-mail advertising and customer engagement
Correlations
E-mail Advertising
Customer Engagement
E-mail Advertising
Pearson Correlation
1
.799
Sig. (2-tailed)
.000
N
119
119
Customer Engagement
Pearson Correlation
.799
1
Sig. (2-tailed)
.000
N
119
119
**. Correlation is significant at the 0.05 level (2-tailed).
Interpretation: Table 7 above revealed a PPMCC(r) of 0.799 and a probability value of 0.000 (Sig.< 0.05). This
evidence indicated a positive and significant relationship between e-mail advertising and customer engagement
among deposit money banks in Rivers State. Also, at r
2 =
0.638, indicating that the coefficient of determination
for the correlation between e-mail advertising and customer engagement of deposit money banks in Rivers State
was 63.8%, implying that e-mail advertising has a strong, positive correlation with customer engagement of
deposit money banks in Rivers State. Holding that sig value < 0.05 and r >0.5, the null hypothesis four was
rejected, which stated that there was a significant relationship between e-mail advertising and customer
engagement of deposit money banks in Rivers State.
Table 8 Correlation Analysis showing the relationship between pop-up advertising and brand awareness
Correlations
Pop-Up Advertising
Brand Awareness
**. Correlation is significant at the 0.05 level (2-tailed).
Interpretation: Table 8 above revealed a PPMCC(r) of 0.844 and a probability value of 0.000 (Sig.< 0.05). This
evidence indicated a positive and significant relationship between pop-up advertising and brand awareness of
deposit money banks in Rivers State. Also, at r
2 =
0.712, indicating that the coefficient of determination for the
correlation between pop-up advertising and brand awareness of deposit money banks in Rivers State was 71.2%,
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implying that pop-up advertising has a strong, positive correlation with brand awareness of deposit money banks
in Rivers State. Holding that sig value < 0.05 and r > 0.5, the null hypothesis was rejected, indicating a significant
relationship between pop-up advertising and brand awareness of deposit money banks in Rivers State.
Table 9 Correlation Analysis showing the relationship between pop-up advertising and customer engagement
Correlations
Pop-Up Advertising
Customer Engagement
Pop-Up Advertising
Pearson Correlation
1
.901
Sig. (2-tailed)
.000
N
119
119
Customer Engagement
Pearson Correlation
.901
1
Sig. (2-tailed)
.000
N
119
119
**. Correlation is significant at the 0.05 level (2-tailed).
Interpretation: Table 9 above revealed a PPMCC(r) of 0.901 and a probability value of 0.000 (Sig.< 0.05). This
evidence indicated a positive and significant relationship between pop-up advertising and customer engagement
in deposit money banks in Rivers State. Also, at r
2 =
0.812, the coefficient of determination for the correlation
between pop-up advertising and customer engagement of deposit money banks in Rivers State was 81.2%,
indicating a strong, positive correlation. Holding that sig value < 0.05 and r > 0.5, the null hypothesis six was
rejected, which stated that there was a significant relationship between pop-up advertising and customer
engagement in deposit money banks in Rivers State.
Table 10 Correlation Analysis showing the relationship between mobile-based advertising and brand awareness
Correlations
Mobile-Based
Advertising
Brand Awareness
Mobile-Based Advertising
Pearson Correlation
1
.875
Sig. (2-tailed)
.000
**. Correlation is significant at the 0.05 level (2-tailed).
Interpretation: Table 10 above revealed a PPMCC(r) of 0.875 and a probability value of 0.000 (Sig.< 0.05).
This evidence indicated a positive and significant relationship between mobile-based advertising and brand
awareness of deposit money banks in Rivers State. Also, at r
2 =
0.766, indicating that the coefficient of
determination for the correlation between mobile-based advertising and brand awareness of deposit money banks
in Rivers State was 76.6%, implying that mobile-based advertising has a strong, positive correlation with brand
awareness of deposit money banks in Rivers State. Holding that sig value < 0.05 and r > 0.5, the null hypothesis
was rejected, indicating a significant relationship between mobile-based advertising and brand awareness of
deposit money banks in Rivers State.
N
119
119
Brand Awareness
Pearson Correlation
.875
1
Sig. (2
-
tailed)
.000
N
119
119
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Table 11 Correlation Analysis showing the relationship between mobile-based advertising and customer
engagement
**. Correlation is significant at the 0.05 level (2-tailed).
Interpretation: Table 11 above revealed a PPMCC(r) of 0.861 and a probability value of 0.000 (Sig.< 0.05).
This evidence indicated a positive and significant relationship between mobile-based advertising and customer
engagement among deposit money banks in Rivers State. Also, at r
2 =
0.741, the coefficient of determination for
the correlation between mobile-based advertising and customer engagement of deposit money banks in Rivers
State was 74.1%, indicating a strong, positive correlation. Holding that sig value < 0.05 and r > 0.5, the null
hypothesis was rejected, indicating a significant relationship between mobile-based advertising and customer
engagement in deposit money banks in Rivers State.
DISCUSSION AND FINDINGS
Correlation between e-mail advertising and marketing performance
Hypothesis One (Ho
1
) examined the significant relationship between e-mail advertising and brand awareness of
deposit money banks in Rivers State. The outputs from PPMCC revealed a positive relationship of 0.893 between
e-mail advertising and brand awareness of deposit money banks in Rivers State. Therefore, we rejected
hypothesis one, leading us to conclude that e-mail advertising has a significant relationship with brand awareness
of deposit money banks in Rivers State. This means that the deposit money banks have become more dependable,
consistent, and trustworthy.
Hypothesis two (Ho
2
) states that e-mail advertising does not have a significant nexus with customer engagement
of deposit money banks in Rivers State. The PPMCC results revealed a positive relationship of 0.799 between
email advertising and customer engagement in deposit money banks in Rivers State. The P-value is estimated at
0.000, which is less than 0.05. Therefore, the researcher rejected hypothesis two, leading us to conclude that
email advertising has a significant nexus with customer advertising of deposit money banks in Rivers State. Our
findings align with those of Reimers et al. (2016), who found that email marketing positively influenced
perceived usefulness, ease of use, and enjoyment derived from shopping online.
Correlation between pop-up advertising and marketing performance
Hypothesis three (Ho
3
) examined the significant relationship between pop-up advertising and brand awareness
of deposit money banks in Rivers State. The outputs from PPMCC revealed a positive relationship of 0.844
between pop-up advertising and brand awareness of deposit money banks in Rivers State. Therefore, we rejected
hypothesis three, leading us to conclude that pop-up advertising has a significant relationship with brand
awareness of deposit money banks in Rivers State. This means that the brand awareness of deposit money banks
has become more dependable, consistent, and trustworthy.
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Hypothesis four (Ho
4
) states that pop-up advertising does not have a significant nexus with customer engagement
of deposit money banks in Rivers State. The PPMCC results revealed a positive relationship of 0.901 between
pop-up advertising and customer engagement in deposit money banks in Rivers State. As shown in Table 9, the
P-value is 0.000, which is less than 0.05. Therefore, the researcher rejected hypothesis four, leading us to
conclude that pop-up advertising has a significant nexus with customer engagement of deposit money banks in
Rivers State. Our findings correspond with the work of Lee and Vo (2017).
Correlation between mobile-based advertising and marketing performance
Hypothesis five (Ho
5
) examined the significant relationship between mobile-based advertising and brand
awareness of deposit money banks in Rivers State. The outputs from PPMCC revealed a positive relationship of
0.875 between mobile-based advertising and brand awareness of deposit money banks in Rivers State. Therefore,
we rejected hypothesis five, leading us to conclude that mobile-based advertising has a significant relationship
with brand awareness of deposit money banks in Rivers State. This means that the deposit money banks have
become more dependable, consistent, and trustworthy.
Hypothesis six (Ho
6
) states that mobile-based advertising does not have a significant nexus with customer
engagement of deposit money banks in Rivers State. The PPMCC results revealed a positive relationship of
0.861 between mobile-based advertising and customer engagement in deposit money banks in Rivers State. As
evidenced in Table 11, the P-value is estimated at 0.000, which is less than 0.05. Therefore, the researcher
rejected hypothesis six, leading us to conclude that mobile-based advertising has a significant nexus with
customer engagement of deposit money banks in Rivers State.
The findings align with those of Shahzad et al. (2021).
CONCLUSION
The findings on the dimensions of digital advertising strategies (e-mail advertising, pop-up advertising, and
mobile-based advertising) contribute significantly towards achieving marketing performance (brand awareness
and customer engagement) of deposit money banks in Rivers State. The study concludes that a “strong and
positive impact relationship” exists between e-mail advertising and marketing performance (brand awareness
and customer engagement) of deposit money in Rivers State.
1. To answer the 3rd and 4th research questions, the study concludes that a “strong and positive significant
relationship” exists between pop-up advertising and the marketing performance (brand awareness and
customer engagement) of deposit money banks in Rivers State.
2. The results on the relationship between mobile-based advertising and marketing performance (brand
awareness and customer engagement) indicated “strong and positive impact”.
3. In summary, it is concluded that digital advertising strategies have a positive impact on the marketing
performance of deposit money banks in Rivers State.
RECOMMENDATIONS
Based on the findings above, the recommendations were forwarded:
1. Banks should ensure that their E-trade channels command trust so that customers can transact business
through them without being defrauded.
2. It must be proven at all times by these deposit money banks that their social media channels are reliable;
this must be guaranteed by providing customers with 24-hour access to information about their offerings.
3. The electronic banking strategies adopted by banks must be continually evaluated and reviewed so that
appropriate measures are put in place to deploy the most profitable digital advertising to help achieve the
firm's operational goals.
4. The author also recommends that deposit money banks deliver tangible benefits to prospects and
customers and improve performance by providing relevant content that helps solve the most challenging
problems they face.
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5. It also recommends that deposit money banks create content that is creative, original, and appealing to
engage consumers with the brand and spread positive word of mouth in the online community.
6. The research recommends that banks should enhance their investment in new technologies to drive the
development of online platforms.
7. The study also recommends that deposit money banks should foster their email and social media
marketing tools.
8. Regarding social media marketing, the research recommends that banks leverage the seamless
communication offered by various social networks to interact with their customers.
9. The study also recommends that the regulator foster partnerships with established telecommunications
firms and other players in the advertising sector to implement emerging e-mail marketing strategies.
These partnerships will bring about enhanced production for both industry players
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CONFLICT OF INTEREST
The author declares no conflict of interest.
DATA AVAILABILITY
The data supporting the findings of this study are available from the corresponding author upon reasonable
request.
SUPPLEMENTAL DATA.
Supplementary Table 1: Frequencies of Items of E-mail Advertising Responses
S/N
Items
SA (5) n
(%)/Score
A (4) n
(%)/Score
N (3) n
(%)/Score
D (2) n
(%)/Score
SD (1) n
(%)/Score
Total
n
Total
Score
Mean
Remark
EM1
Email
advertising
has
increased the
subscriber
list for
products by
prospective
customers
46 (39%) /
230
48 (40%) /
160
13 (11%) /
39
8 (7%) / 16
4 (3%) / 4
119
449
3.8
Agreed
EM2
Email
advertising
has
effectively
and steadily
linked
products’
brands and
customers
39 (34%) /
195
50 (42%) /
200
19 (16%) /
57
8 (6%) / 16
3 (2%) / 3
119
478
4.0
Agreed
EM3
Email
advertising
has provided
a consistent
and better
customer
experience
53 (45%) /
265
57 (48%) /
228
9 (7%) / 27
0 (0%) / 0
0 (0%) / 0
119
520
4.4
Agreed
EM4
The delivery
rate of email
advertising
is quite good
in reaching
62 (53%) /
310
49 (41%) /
196
8 (6%) / 24
0 (0%) / 0
0 (0%) / 0
119
530
4.5
Agreed
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Page 3118
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target
customers
Total
200
204
49
16
7
476
4.2
Agreed
1000
816
147
32
7
2002
Supplementary Table 2: Frequencies of Pop-Up Advertising Responses
S/N
Items
SA
(5)
A
(4)
N
(3)
D
(2)
SD
(1)
Total
Mean
Remark
PA1
Customers find the pop-up ads fun
46
39%
230
34
29%
136
13
11%
39
15
13%
30
11
9%
11
119
100%
446
3.7
Agreed
PA2
The level of ads that pop up from the apps
meet customers’ needs and expectations
49
41%
245
40
34%
160
19
16%
57
5
4%
10
6
5%
6
119
100%
478
4.0
Agreed
PA3
The content that appears in the ad is very
attractive
58
49%
290
57
48%
228
4
3%
12
0
0%
0
0
0%
0
119
100%
530
4.5
Strongly
Agreed
PA4
It is possible to buy a product from the pop-
up ads
28
24%
140
30
25%
120
34
29%
102
22
18%
44
5
4%
5
119
100%
411
3.5
Agreed
Total
181
161
70
42
22
476
3.9
Agreed
905
644
210
84
22
1865
Supplementary Table 3: Frequencies of Mobile-Based Advertising Responses
S/N
Items
SA
(5)
A
(4)
N
(3)
D
(2)
SD
(1)
Total
Mean
Remark
MBA3
Information in the mobile advertisement
is always credible
37
31%
185
45
38%
180
18
15%
54
12
10%
24
7
6%
7
119
100%
450
3.8
Agreed
MBA1
Mobile advertising provides basic
information on products and services
56
47%
280
53
45%
212
10
8%
30
0
0%
0
0
0%
0
119
100%
522
4.4
Agreed
MBA2
Mobile advertisement provides value
added information
49
41%
245
50
43%
200
13
11%
39
4
3%
8
3
2%
3
119
100%
495
4.2
Agreed
MBA4
The contents in mobile advertisement are
often annoying
36
30%
180
31
26%
124
21
18%
63
23
19%
46
8
7%
8
119
100%
421
3.5
Agreed
Total
145
151
62
39
18
476
3.8
Agreed
725
604
372
78
18
1797
Supplementary Table 4: Frequencies of Item Brand Awareness Responses
S/N
Items
SA
(5)
A
(4)
N
(3)
D
(2)
SD
(1)
Total
Mean
Remark
BA1
Customers are familiar with our
product/service on pop-ups
46
39%
230
48
40%
192
13
11%
39
8
7%
16
4
3%
4
119
100%
481
4.0
Agreed
INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN SOCIAL SCIENCE (IJRISS)
ISSN No. 2454-6186 | DOI: 10.47772/IJRISS | Volume IX Issue XIV November 2025 | Special Issue on Management
Page 3119
www.rsisinternational.org
BA2
Our product is one of the most
popular products
39
34%
195
50
42%
200
19
16%
57
8
6%
16
3
2%
3
119
100%
478
4.0
Agreed
BA3
The product name is short and
simple
53
45%
265
57
48%
228
9
7%
27
0
0%
0
0
0%
0
119
100%
520
4.4
Agreed
BA4
The product is made in a way
that it can be easily known
40
34%
200
56
47%
224
14
12%
42
9
7%
18
0
0%
0
119
100%
484
4.1
Agreed
Total
178
211
55
25
7
476
4.1
Agreed
890
844
165
50
7
1956
Supplementary Table 5: Frequencies of Customer Engagement Responses
S/N
Items
SA
(5)
A
(4)
N
(3)
D
(2)
SD
(1)
Total
Mean
Remark
CE1
Customers prefer banks that offer
customers the opportunity to
participate in brand development.
56
47%
280
53
45%
212
10
8%
30
0
0%
0
0
0%
0
119
100%
522
4.4
Agreed
CE.
Banks that engage in customer-
firm collaboration are the ones they
will patronize.
49
41%
245
50
43%
200
13
11%
39
4
3%
8
3
2%
3
119
100%
495
4.2
Agreed
CE3.
Our brand responds to customers as
part of her responsibility.
36
30%
180
31
26%
124
21
18%
63
23
19%
46
8
7%
8
119
100%
421
3.5
Agreed
CE4.
The management of this bank
regards customers as important
31
26%
155
38
32%
152
10
8%
30
20
17%
40
20
17%
20
119
100%
397
3.3
Agreed
Total
172
172
54
47
31
476
3.9
Agreed
860
688
162
94
31
1835
