The roles of human resource management to digital marketing in Nigeria
The digital transformation of marketing has led to significant changes in the skills and competencies required for successful digital marketing performance. In this context, the role of human resource management (HRM) has become increasingly important in supporting and enabling the implementation of...
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| Format: | Thèse |
| Langue: | anglais anglais |
| Publié: |
2024
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| Accès en ligne: | https://etd.uum.edu.my/11611/1/Depositpermission_s830475.pdf https://etd.uum.edu.my/11611/2/s830475_01.pdf https://etd.uum.edu.my/11611/ |
| Abstract | Abstract here |
| _version_ | 1855574578357600256 |
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| author | Francis, Udeozor Onyebuchi |
| author_facet | Francis, Udeozor Onyebuchi |
| author_sort | Francis, Udeozor Onyebuchi |
| description | The digital transformation of marketing has led to significant changes in the skills and competencies required for successful digital marketing performance. In this context, the role of human resource management (HRM) has become increasingly important in supporting and enabling the implementation of effective digital marketing strategies. This study investigates the influence of specific HRM practices on the digital marketing performance of organisations in Nigeria. The research framework examines three key HRM variables: HR digital practices, Digital transformation, and Talent management. These HRM practices are hypothesised to have a direct and positive impact on the digital marketing performance of organisations. Using a quantitative research design, data was collected from a sample of marketing and HR professionals in Nigerian organisations. The findings reveal that HR digital practices, such as the recruitment, development, and talent management of digital-savvy employees, have a significant positive effect on digital marketing performance |
| format | Thesis |
| id | oai:etd.uum.edu.my:11611 |
| institution | Universiti Utara Malaysia |
| language | English English |
| publishDate | 2024 |
| record_format | EPrints |
| record_pdf | Restricted |
| spelling | oai:etd.uum.edu.my:116112025-03-12T03:21:36Z https://etd.uum.edu.my/11611/ The roles of human resource management to digital marketing in Nigeria Francis, Udeozor Onyebuchi HF5549-5549.5 Personnel Management. Employment The digital transformation of marketing has led to significant changes in the skills and competencies required for successful digital marketing performance. In this context, the role of human resource management (HRM) has become increasingly important in supporting and enabling the implementation of effective digital marketing strategies. This study investigates the influence of specific HRM practices on the digital marketing performance of organisations in Nigeria. The research framework examines three key HRM variables: HR digital practices, Digital transformation, and Talent management. These HRM practices are hypothesised to have a direct and positive impact on the digital marketing performance of organisations. Using a quantitative research design, data was collected from a sample of marketing and HR professionals in Nigerian organisations. The findings reveal that HR digital practices, such as the recruitment, development, and talent management of digital-savvy employees, have a significant positive effect on digital marketing performance 2024 Thesis NonPeerReviewed text en https://etd.uum.edu.my/11611/1/Depositpermission_s830475.pdf text en https://etd.uum.edu.my/11611/2/s830475_01.pdf Francis, Udeozor Onyebuchi (2024) The roles of human resource management to digital marketing in Nigeria. Masters thesis, Universiti Utara Malaysia. |
| spellingShingle | HF5549-5549.5 Personnel Management. Employment Francis, Udeozor Onyebuchi The roles of human resource management to digital marketing in Nigeria |
| thesis_level | Master |
| title | The roles of human resource management to digital marketing in Nigeria |
| title_full | The roles of human resource management to digital marketing in Nigeria |
| title_fullStr | The roles of human resource management to digital marketing in Nigeria |
| title_full_unstemmed | The roles of human resource management to digital marketing in Nigeria |
| title_short | The roles of human resource management to digital marketing in Nigeria |
| title_sort | roles of human resource management to digital marketing in nigeria |
| topic | HF5549-5549.5 Personnel Management. Employment |
| url | https://etd.uum.edu.my/11611/1/Depositpermission_s830475.pdf https://etd.uum.edu.my/11611/2/s830475_01.pdf https://etd.uum.edu.my/11611/ |
| work_keys_str_mv | AT francisudeozoronyebuchi therolesofhumanresourcemanagementtodigitalmarketinginnigeria AT francisudeozoronyebuchi rolesofhumanresourcemanagementtodigitalmarketinginnigeria |