DIGITAL MARKETING STRATEGIES AND CONSUMERS’ PURCHASE BEHAVIOUR IN SELECTED ONLINE SHOPS IN ABUJA METROPOLIS

Abstract

Technological growth and development have brought an era of e-commerce in goods, and services mostly via the internet in every economy, leading to the growth of online shopping. Despite the rap-id evolution of online shopping, the lack of comprehensive insights into the specific consumer pur-chase behaviour. Hence, this study investigated the effect of digital marketing strategies on con-sumer purchase behaviour in selected online shops in FCT, Nigeria. The survey research design was adopted. The population comprised 8 million Federal Capital Territory (FCT, Abuja) online buyers with a sample size of 1384 using Krejcie and Morgan (1970) table. Data was collected us-ing a valid and reliable questionnaire with a Cronbach alpha coefficient ranging from 0.820 to 0.942. Data were analysed using both descriptive and inferential statistics. Findings revealed that digital marketing strategies had a significant effect on consumer purchase behaviour of selected online shops in FCT, Nigeria. The study concluded that digital marketing strategies had a signifi-cant influence on consumer purchase behaviour in FCT, Nigeria. The study therefore recommend-ed that the management of online shops in FCT, Nigeria should go into building a strong online brand presence and engagement to drive consumer purchasing behavior and the utilization of data analytics to understand consumer behavior and optimize digital marketing efforts.