Work

Digital Transformation Impact on Brand Innovation Mediated by Customer Experience in Marketing of Fast-Moving Consumer Goods in Nigeria

Year: 2026

Type: article

Abstract: Despite the growing adoption of digital transformation (DT) across industries, research on its impact on brand innovation (BI) in Nigeria’s fast-moving consumer goods (FMCG) sector remains limited. Intense competition and evolving consumer preferences make sustainable BI challenging. Prior studies have examined DT’s effects on customer loyalty and business models, but its specific influence on BI remains underexplored. This study addresses this gap by examining how DT affects BI in Nigeria’s FMCG sector, with customer experience (CX) as a mediator. Using a quantitative approach with data from 203 respondents, analysed via partial least squares-structural equation modelling (PLS-SEM), the results show that DT has no significant direct impact on BI. However, it enhances CX, which positively influences BI. CX partially mediates this relationship, accounting for about 68% of the total effect. This research contributes to the marketing and DT literature by highlighting the indirect pathway through which DT fosters BI. FMCG managers should invest in DT strategies that enhance CX, drive innovative marketing and maintain competitiveness in a dynamic market.

Source: Global Business Review

DOI: 10.1177/09721509261452795

Authors: Bello Yusuf, Ida Md Yasin, Wan Fadzilah Wan Yussoff

Institutions: Universiti Putra Malaysia, Putra Business School

Language: English

Topic: Digital Innovation in Industries

Subfield: Management of Technology and Innovation

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Industry, innovation and infrastructure

Open Access status: bronze

Funder: Universiti Putra Malaysia