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

Ajila Moriliat Ibiwumi; Abimbola Eunice Adegbola; Abdullahi Shehu Araga; Jacob Abu Alabi; Nasamu Gambo

Authors

Ajila Moriliat Ibiwumi National Open University of Nigeria, Abuja
Abimbola Eunice Adegbola National Open University of Nigeria, Abuja
Abdullahi Shehu Araga National Open University of Nigeria, Abuja
Jacob Abu Alabi National Open University of Nigeria, Abuja
Nasamu Gambo Nile University of Nigeria

Keywords:

Digital Marketing, Purchase Behaviour, Purchase Loyalty, Purchase Attitude, Purchase Motive

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.

Author Biographies

Ajila Moriliat Ibiwumi, National Open University of Nigeria, Abuja

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.

Abimbola Eunice Adegbola, National Open University of Nigeria, Abuja

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.

Abdullahi Shehu Araga, National Open University of Nigeria, Abuja

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.

Jacob Abu Alabi, National Open University of Nigeria, Abuja

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.