Benefits of Modern Marketing Techniques in South Sudan: A Case of Marol Market in Bor City

บทคัดย่อ

The purpose of this article was to examine the advantages of contemporary marketing strategies in South Sudan from the viewpoint of Bor City's Marol market. In particular, this article aims to: 1) investigate the benefits of contemporary marketing techniques at Marol market in Bor city in South Sudan; and 2) assess the impact of contemporary marketing techniques at Bor City's Marol market. Convenience and judgmental sample procedures were used in this study, and solely exploratory and descriptive research methodologies were used for the research design. The hypotheses table and Sig. in the regression model (table 18) show that while influencer marketing (.048) and search engine optimization (.042) were rejected in this study, social media marketing (.056), content marketing (.063), email marketing (.068), paid digital ads (.056), and data-driven marketing (.059) were accepted. Additionally, correlation, descriptive, and regression analysis were the main analytical tools used for the study's test variables according to the benefits of contemporary marketing techniques at the Marol market in Bor city, South Sudan. The conclusion, recommendations, limitations/restrictions, and future research directions are covered in Chapter 5.