Abstract
This study examined artificial intelligence adoption and marketing
performance of quoted manufacturing firms in Nigeria. The study adopted
the positivism research philosophy and correlational research design.
The population of the study consisted of 426 managers drawn from the 71
quoted manufacturing firms in Nigeria. The managers include branch
managers, operational managers, production managers, marketing managers
and sales managers of the firms. A sample size of 206 managers was used
for the study. The sample size was determined mathematically using the
Taro Yamene’s formula. A structured questionnaire was used to obtain
data from the respondents. The data collected were analyzed
statistically while the hypotheses were tested using Spearman Rank Order
Correlation Coefficient (rho). The SPSS version 23.0 was used to perform
the bivariate analysis. The findings revealed that the application of
artificial intelligence technologies in marketing operations has a
significant relationship with sales growth of quoted manufacturing firms
in Nigeria. The study also revealed that the application of artificial
intelligence technologies in marketing operations has a strong and
significant relationship with market share growth of quoted
manufacturing firms in Nigeria. The study equally confirmed that
artificial intelligence capabilities have a strong and significant
relationship with sales growth of quoted manufacturing firms in Nigeria.
The study also reported that artificial intelligence capabilities has a
strong and significant relationship with market share growth of quoted
manufacturing firms in Nigeria. Based on these findings, it was
concluded that artificial intelligence adoption significantly relate to
marketing performance of quoted manufacturing firms in Nigeria. Based on
these findings and conclusion, it was recommended that quoted
manufacturing firms in Nigeria especially those that are experiencing
poor marketing performance should adopt artificial intelligence
technologies in their marketing operations as it would improve their
marketing performance.