Conference Paper

EFFECTS OF DIGITAL MARKETING ON CONSUMER PURCHASING BEHAVIOUR (JIJI NIGERIA LTD)

The study investigated the role of digital marketing in customers buying behaviour in the context of Jiji Nigeria Ltd as a case study. This study aimed to: Identify the impact of accessibility, interaction, speed and awareness on the purchasing behaviour of consumers. A survey research design was used. The population is the entire customers of the company under review. The respondents in the study were targeted all the customers of Jiji.ng in Ilaro, Ogun State and the respondents were selected through quota sampling techniques. The sample size of 314 was calculated from the population according to the formula of Hart (1942) and 292 were valid for the analyses. The questionnaire was constructed with the use of 5 point likerts scale (strongly agree, agree, undecided, disagree, strongly disagree). The data were tested using percentage method while the hypotheses were tested using simple regression, anova and coefficient analysis with the aid of statistical packages for social sciences (SPSS) version 23. The study revealed that a significant relationship exist between digital marketing factors and consumer purchasing behaviour and also that among the variables tested accessibility, interaction, speed are significant with .017, .009 and .000 level of significance respectively while awareness was insignificant with .052 level of significance. The researcher hence proposed that there should be a digital marketer who should also engage with the customers by commenting, direct messaging and posting their posts to build brand loyalty and also provide real time customer engagement through live chat on websites or mobile apps to create better user experience. Keywords: Accessibility, Interaction, Speed, Awareness, Consumer Purchasing Behaviour.