Development of Sustainable Marketing Communications in the Energy Industry of an Emerging Economy: A Case Study of Renewable Energy in Nigeria

Abstract: This paper discusses the development of Sustainable Marketing Communications in the Energy Industry of an emerging economy: A case study of renewable energy (RE) in Nigeria. The focal point of the paper is on the significance of renewable energy as part of the solution to energy crisis, particularly because power generation through RE has become of the major driver of sustainable social economic development. Aside from Nigeria abundant crude oil, there is also the availability of renewable energy. Yet, there is lack of wide spread usage of these energy sources e.g. solar, hydro and wind due to challenges such as reliability, cost, and transportation and inadequate application of the Integrated Marketing Communications IMC tools. The emergence of e-commerce and new social media and its impact on consumers’ perceptions and experiences has been of particular interest as awareness tool e.g. the use of Facebook to practice marketing in the 21st century. It is important for both government agencies and private sector to have a unique IMC that can help to introduce new range of renewable energy products in the consumer market as one of the significant business functions. While there are various traditional marketing efforts to spread the use of RE as solution to power shortage in the country, there is no study yet on the relationship between the IMC and its impact on the in renewable energy. Also, the impact of the IMC has so far not been evaluated to develop policy frameworks that would give importance to customer needs and wants regarding renewable energy. The paper explores how IMC as sustainable marketing tool could help in spreading the wider awareness and understanding for the usage of renewable energy as alternative power supply for socio economic development. It proposes mixed methods of both qualitative and quantitative methods to properly address the challenges. An investigation into the issues will be done through data collection by interviewing industry experts and surveying a particular consumer segment of the society and their responses will be qualitatively analysed. Thereupon, system dynamics will be applied by using system thinking to develop a system of framework for workable marketing tools/concept to proffer solutions. The need for Renewable Energy (RE) has never been greater in light of the dearth of flowing electricity supply in Nigeria which invariably hinders development sustainability and social economic advancement. A poster illustration of part of the material in this paper was presented recently at the University of Plymouth 14th doctoral conference (Ajani, 2019).

Author(s): Ajani, Robert. I, Wilson, Jonathan, Olaniyi, Titus. K & Owen, David .G

Date Published: 30 July 2019

Depositing User: Basiratu Kolawole

DOI: https://doi.org/ 10.22624/AIMS/iSTEAMS-2019/V18N1P43

Keywords: Energy, Development, Sustainability & Integrated Marketing Communications (IMC)

Page(s): 383-386

Place of publication: United Kingdom

Subject(s): Business and Marketing

Type of publication: Conference Paper