Improving digital Marketing Effectiveness of Nigeria National Petroleum Company

This study explores the intricate relationships between Social Media Marketing Strategies (SMMS), Customer Digital Engagement (CUDE), Content Marketing Quality (COMQ), and Digital Marketing Effectiveness (DIME) within the Nigeria National Petroleum Company. It examines the direct impact of SMMS, COMQ, and CUDE on DIME, offering valuable insights into how these strategies enhance digital marketing performance in the petroleum sector. Using a stratified sampling method, data was collected from 450 respondents across Nigeria National Petroleum Companies and analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM). The results confirm that SMMS, COMQ, and CUDE significantly and positively influence DIME, highlighting their critical role in strengthening digital marketing effectiveness. These findings contribute to the broader discourse on DIME, particularly in resource-rich developing economies, by demonstrating how organizations can build and sustain marketing effectiveness through strategic digital initiatives. Additionally, this research provides actionable recommendations, urging Nigeria National Petroleum Companies to adopt a structured strategic framework that integrates sustainability, innovation, and diversification as fundamental pillars for enhancing DIME. Specifically, companies should establish a cross-functional task force dedicated to implementing these strategies, monitoring progress, and adapting to industry trends and environmental standards. This proactive approach will help organizations navigate market volatility, comply with evolving regulations, and maintain a competitive edge through sustainable and innovative digital marketing practices.