Dynamic Marketing and Brand Reputation in Nigeria Hospitality Industry

Markets are dynamic entities that constantly change and develop as fast as the customers they represent. Many businesses today remain trapped in rigid, outdated marketing systems that completely disregard the need for adaptability and real-time engagement. Therefore, the main objective of the study was to examine the relationship between Dynamic marketing and brand reputation in Emirates Hotel, Ilorin. Other specific objectives were to; examine the effect of digital marketing on corporate image of Emirates Hotel in Ilorin, Kwara State, determine the influence of content marketing on customer loyalty towards Emirates Hotel in Ilorin, Kwara State, determine the impact of influencer marketing on reputation index of Emirates Hotel in Ilorin, Kwara State and investigate the relationship between brand storytelling and corporate social responsibility of Emirates Hotel in Ilorin, Kwara State. The population consists of the customers of Emirates Hotel in Ilorin. Bill Godden (2004) was used in arriving at the sample size of 384 for the study. The study found out that digital marketing has significant effect on corporate image, content marketing has significant effect on customer loyalty towards Emirates Hotel, influencer marketing has significant impact on reputation index of Emirates Hotel in Ilorin, and brand storytelling has significant effect on corporate social responsibility of Emirates Hotel in Ilorin. The study recommended that Emirate Hotel should invest in a clean, intuitive, and responsive website/mobile interface that allows users to easily browse services, make reservations, and access relevant information, ensures regular posting of valuable and relevant content, collaborate with influencers who are not just popular but socially admired and relatable to the target market in Ilorin, and create engaging and authentic narratives that highlight its community support, environmental efforts, and charitable activities.