Digital Marketing Strategies And Consumers’ Purchase Behaviour In Selected Online Shops In Abuja Metropolis

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 rapid evolution of online shopping, the lack of comprehensive insights into the specific consumer purchase behaviour. Hence, this study investigated the effect of digital marketing strategies on consumer 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 using 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 significant influence on consumer purchase behaviour in FCT, Nigeria. The study therefore recommended 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 ana lytics to understand consumer behavior and optimize digital marketing efforts.