Digital marketing and customer behaviour in the retail sector of Nigeria

Published: Apr 26, 2024

Abstract:

Purpose: This study was carried out to investigate the relationship between digital marketing and Customer behaviour in the retail sector of Nigeria.

Research methodology: The study adopted the descriptive survey design method, a finite population of three hundred and eighty four (384) devised with the means of cochran method of identifying an unknown population was implored, and was considered for the distribution of online questionnaire which was done in different social media platforms like Whatsapp, Messenger and Instagram, a visit to retail stores for possible interaction with the customers of the retail stores under survey (Roban Stores, Globus stores, Everyday Supermarket, Prince Ebeano Supermarkets and Shoprite) was also carried out. Data was gathered and analyzed with the aid of spearman correlation contained in the statistical package of social science version 25.

Results: The findings of this study revealed that the components of digital marketing had a positive significant relationship with the behaviours of customers in retail sector of Nigeria.

Limitations: This study was limited to retail stores that had their physical structures in Nigeria, This was deemed very expedient so as to make a first hand observation with the sampled population and to determine the relationship that exist between digital marketing and customer behavior.

Contribution: Aside from adding to existing literature in the digital marketing field, this study has brought up challenging issues experienced by online customers and it has also provided measures to curb these challenging issues as they come up from time to time.

Keywords:
1. Digital Marketing
2. Brand impression
3. Loyalty
4. Trust
5. Customer Behaviour
Authors:
1 . Michael Ikenna Udodiugwu
Chukwuemeka Odumegwu Ojukwu University, Nigeria
2 . Kingsley Enyinna Eneremadu
Alvan Ikoku Federal University of Education, Owerri, Nigeria
3 . Ugochukwu Jude Obiakor
Federal Polytechnic, Oko, Nigeria
4 . Onyedika Vivian Okeke
Chukwuemeka Odumegwu Ojukwu University, Nigeria
5 . Christian Onwuegbuchulem Njoku
Alvan Ikoku Federal University of Education, Owerri, Nigeria
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Vol. 1 No. 1 (2023): December
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  24. Ekeruke, U. G. (2019). An Empirical Analysis On Effect Of Digital Marketing On Consumer Buying Behaviour . A Dissertation Submitted To The School of Postgraduate Studies Ahmadu Bello University, Zaria, In Partial Fulfillment of The Requirements For The Award Of Masters Degree In Business Administration.
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