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VOL. 6, ISSUE 3 (2024)
Effect of digital marketing on consumer buying behaviour: Evidence on fan milk Nigeria limited
Authors
Zainab Idris, Salihu Zakari Dogo
Abstract
This study examined the effect of digital marketing on buying behavior
of the consumer. The research design adopted was survey research design. The
populations for the study were the residents of the Bauchi metropolis. Sample
sizes of 80 respondents were selected to participate in the study. The sampling
technique utilized was nonprobability sampling technique in the form of
convenience sampling. The data collection instrument used was an online
questionnaire. The analytical tools employed for data analyses are; correlation
analysis, regression analysis and statistical mean. Findings from the study
shows that majority of respondents were aware of digital marketing channels.
The findings also revealed that the dominant digital marketing channel utilized
by respondents to buy products was social media. The findings also indicated
that FanYogo was the most popular product of Fan Milk Nigeria Limited that was
bought by the majority of respondents. The results from the correlation
analysis shows a positive and significant relationship between digital
marketing and consumer buying behavior (r = 0.825, p < 0.005). The
regression analysis also showed that digital marketing affects consumer buying
behavior (b =1.434, p < 0.005). In conclusion, the study revealed that
digital marketing has facilitated the development of trusted relationships
between customers and brands, making it an increasingly critical medium for
brands seeking to optimize brand loyalty. Digital marketing is the most
cost-effective platform for selling items and also helps firms to communicate
with their target audience effectively via digital platforms. Digital marketing
is not just for engagement; businesses may use it to acquire new customers or
retain existing ones. It is recommended that firms and entrepreneurs should
enhance the use of digital marketing channels across all business activities to
communicate with customers more easily, efficiently and to improve customer
feedback management.
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Pages:33-39
How to cite this article:
Zainab Idris, Salihu Zakari Dogo "Effect of digital marketing on consumer buying behaviour: Evidence on fan milk Nigeria limited". International Journal of Commerce and Economics, Vol 6, Issue 3, 2024, Pages 33-39
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