IIARD INTERNATIONAL JOURNAL OF BANKING AND FINANCE RESEARCH (IJBFR )
E-ISSN 2695-1886
P-ISSN 2672-4979
VOL. 10 NO. 1 2024
DOI: https://doi.org/10.56201/ijbfr.v10.no1.2024.pg141.158
Internet Marketing and Customers’ Purchase Intentions toward
Virtual Banking Services in South South, Nigeria
Udonde, Unyime Emmanuel, Etuk, Aniebiet
Abstract
This study examines the effect of internet marketing on customers’ purchase intentions toward
virtual banking services in South South, Nigeria. The study adopted the cross-sectional research
approach with a sample size of 395 respondents (only customers) of 20 selected virtual banks in
Nigeria. The data was analysed using simple linear regression model to test the formulated
hypotheses which revealed that internet marketing has a significant effect on customers’ purchase
intentions toward virtual banking services in Nigeria, particularly with the use of content
marketing and viral marketing. The study also found that internet marketing help in spreading
information about a bank’s product via internet and this inspire potential customers to make
purchase intentions of their bank products. Some recommendations were made; among the major
recommendations is that virtual banks should endeavor to spread positive information about their
bank’s product via internet and continue to create content through story telling that can inform
customers about their bank’s products in order to help build trust and encourage a repeat
purchase among their customers.
keywords: Virtual Banking Services, Internet Marketing, Customers’ Purchase Intentions,
Content Marketing and Viral Marketing
References:
Ayuba, B & Aliyu, I.A. (2015). Evaluation of the impact of internet marketing on banking
services in Nigeria. European Centre for Research Training and Development UK, 3(7);
15-29.
Etuk, A., Anyadighibe, J. A., James, E.E. & Uma, M.U (2022). Sociological factors and
consumer buying behaviour towards fashion clothing. International Journal of Applied
Research in Social Sciences, 4(2); 21-34.
Etuk A. & Udonde U.E. (2023a). The interplay of digital marketing dimensions and customer’s
patronage of fast food industries in Akwa Ibom State, Nigeria. European Journal of
Business and Innovation Research, 11(3); 70-97.
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