The roles of human resource management to digital marketing in Nigeria

The digital transformation of marketing has led to significant changes in the skills and competencies required for successful digital marketing performance. In this context, the role of human resource management (HRM) has become increasingly important in supporting and enabling the implementation of effective digital marketing strategies. This study investigates the influence of specific HRM practices on the digital marketing performance of organisations in Nigeria. The research framework examines three key HRM variables: HR digital practices, Digital transformation, and Talent management. These HRM practices are hypothesised to have a direct and positive impact on the digital marketing performance of organisations. Using a quantitative research design, data was collected from a sample of marketing and HR professionals in Nigerian organisations. The findings reveal that HR digital practices, such as the recruitment, development, and talent management of digital-savvy employees, have a significant positive effect on digital marketing performance