Digital marketing and financial inclusion; a study of Orba modern market in Udenu local government area, Enugu State

Abstract

The study explored digital marketing's role in fostering financial inclusion in Orba Main Market, Udenu Local Government, Enugu State, using a mixed-method approach. While residents displayed varying levels of awareness and adoption of digital financial services, many actively utilized them despite facing challenges such as language barriers, low literacy, and poor internet connectivity. Educational attainment positively influenced awareness, while age negatively impacted perceptions. The findings underscored the need for comprehensive strategies to enhance digital literacy, trust, and infrastructure, aiming to boost market participation and economic empowerment in rural areas. Recommendations included tailored awareness campaigns, improved accessibility, and stakeholder collaboration to address these barriers effectively.