Conference Paper

The Effect of Digital Marketing on Consumer Buying Behaviour of LG Electronics Brand in Ilaro, Ogun State.

Abstract This study investigated the effect of digital marketing on consumer buying behaviour considering LG Electronics brands in Ilaro, Ogun State. The objectives were to ascertain positive relationship between social media marketing, websites, content marketing and email marketing on consumer buying behaviour of LG Electronics. The researchers adopted survey research design, having all customers of LG in the study area as the population which is infinite, and administered 385 questionnaires to sample respondents calculated using Cochran method. Stratified random sampling technique was adopted. The study adopted Multiple Regression method of inferential statistics analysis approach to test the significance of the aforementioned hypotheses using the t-statistic of coefficients model coupled with the generated P-values, Social media marketing (β = .128, t=2.653, sig=..008), Email marketing (β = .018, t=.379, sig=.705), Websites (β = .015, t=.302, sig=.763) and content marketing (β = -.043, t=-.880, sig=.379). It was concluded that social media marketing has significant effect on consumer buying behaviour of LG Electronics. While email marketing, website and content marketing have no significant effect on consumer buying behaviour of LG Electronics and the study therefore recommended that Authenticity and trust as key elements of content marketing that influence consumer buying behavior across all channels should be considered and also improve awareness on email and website marketing adoption. LG Electronics should prioritize building genuine relationships with their audience by maintaining transparency, showcasing authentic content, and consistently engage with consumers in a meaningful way. Keywords: Consumer Buying Behaviour, Social Media Marketing, Websites, Content Marketing, Email Marketing