CONTENT MARKETING AND CUSTOMER PATRONAGE OF MOBILE FINANCIAL TECHNOLOGY SERVICES IN CALABAR, NIGERIA

Abstract

This study examined content marketing and customer patronage of mobile financial technology (FinTech) services in Calabar, Nigeria. It aimed to assess the effect of financial educational content, thought leadership, and social media engagement on customer patronage. The study was underpinned by the dynamic theory of innovation. Using a cross-sectional survey design, primary data were collected from 232 mobile FinTech users in Calabar through a structured questionnaire. Descriptive statistics were employed for data analysis, while multiple linear regression was used for hypothesis testing. Findings revealed that financial educational content, thought leadership, and social media engagement significantly and positively influenced customer patronage of mobile FinTech services. Based on these findings, the study recommended that mobile FinTech managers in Nigeria adopt financial education strategies, such as publishing accessible blog posts, personalized newsletters, and hosting interactive webinars to simplify financial concepts. To enhance thought leadership, companies should publish expert articles, trend reports, and opinion pieces on local financial solutions, establishing themselves as trusted advisors. Additionally, social media platforms should be leveraged to share engaging infographics, encourage satisfied customers to share experiences, and collaborate with credible influencers to build trust and broaden their audience. These strategies aim to strengthen customer engagement, boost trust, and increase patronage of mobile FinTech services in Nigeria.