Digital Marketing and Consumer Buying Behaviour in Nile University of Nigeria, Abuja

Abstract

This research examines the impact of digital marketing on consumer buying behavior in Nile University. A survey design was adopted. Population of this study comprise of students and staff of Nile University. This study used online instrument for collecting data so as to achieve the intended goals. Questionnaires were sent out using Convenience sampling Technique via Online Google form through e-mails, WhatsApp and Facebook. A total of 120 responses were collected. The Data collected for this study was analyzed quantitatively using descriptive statistical (SPSS Version 23). The findings show that students and staff in Nile University are in the know of digital marketing and have bought products through various digital channels. The overall results indicate that social media has a more significant impact on consumer buying behavior than other digital channels in Nile University of Nigeria. It is recommended that businesses in Abuja should enhance their social media, websites and e-mail marketing strategies, as it will help expand their customer base and increase the patronage of their products and services, customer relationship management, and profitability.