DIGITAL MARKETING AND BUYING BEHAVIOUR OF CONSUMERS OF ONLINE PRODUCTS IN ABIA STATE NIGERIA

Authors

  • Halim, Valentine Uche Department of Marketing Abia State University Uturu, Nigeria.
  • Benson-Eluwa, Virginia Ph.D Department of Marketing Abia State University Uturu, Nigeria.
  • Dr. Jude E. Madu Department of Business Management and Marketing Baze University Abuja, Nigeria.

Keywords:

Email, Mobile, Social Media, Digital, Consumer, Product

Abstract

This study examined how digital marketing affects online product buyers in Umuahia and Aba in Abia State of Nigeria. Both primary and secondary data sources were employed in this study. The revised dataset underwent coding and subsequent analysis utilizing the statistical techniques of Analysis of Variance (ANOVA) and Multiple Regression Analysis (MRA) within the software platform SPSS 23.0. The empirical investigation unveiled a statistically significant association with digital marketing platforms namely: Email marketing, Online advertising, Social media marketing, and Mobile marketing, and the purchasing conduct of online product consumers situated in Abia state, Nigeria. The study proposes that diligent endeavors should be undertaken to augment and sustain the generation of conscious drive towards the effectiveness of email marketing in correlation with the purchasing patterns of online product consumers in Abia state, Nigeria. The implementation of this strategy will support a substantial enhancement of the financial viability of enterprises operating within the realm of digital trade, among other pertinent domains.

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Published

2024-05-10

How to Cite

Halim, V. U., Benson-Eluwa, . V., & Madu, . J. E. . (2024). DIGITAL MARKETING AND BUYING BEHAVIOUR OF CONSUMERS OF ONLINE PRODUCTS IN ABIA STATE NIGERIA. British International Journal of Business and Marketing Research, 7(3), 18–46. Retrieved from https://aspjournals.org/Journals/index.php/bijbmr/article/view/612

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