STRATEGIC DIGITAL ORIENTATION: A TOOL FOR ENHANCING BUSINESS SUCCESS OF CABLE TV OPERATORS IN RIVERS STATE
DOI:
https://doi.org/10.51699/ajdes.v31i.767Keywords:
Strategic Digital orientation, Business Success, Financial Performance, Non-financial PerformanceAbstract
This study investigated the relationship between Digital orientation and business success of Cable TV firms in Rivers State, Nigeria. It was observed that most Cable Tv firms operating in Rivers state are at low ebb, and are experiencing absymal success. The aim of this study was to examine relationship between Digital orientation and business success of Cable Tv firms in Rivers State. Primary data was collected, using structured questionnaire, from 25 management level staff representing five cable TV firms operating in Rivers State. The data were analyzed using regression analysis with the aid of SmartPLS4 software. The measurement instrument were subjected to confirmatory factor analysis, convergant/descriminant validity to ensure validity and reliability of instruments. It was found that Digital Orientation significantly relates with business success. The study recommends that Cable TV operators in Rivers State, that intends to enhance their business success should embrace Strategic Digital Orientation.
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