Digital Marketing Platforms and Customers Patronage of Online Retail Stores in Port Harcourt, Nigeria
Abstract
This research examined the correlation between digital marketing platforms and consumer patronage of online retail enterprises in Port Harcourt. The study was directed by three goals, three research questions, and three hypotheses. The study's demographic consisted of 2,378,307 clients who used online retail businesses in the Port Harcourt metropolis. A sample size of 400 was used for this investigation, calculated using the Taro Yamane formula. The data gathering tool was a structured questionnaire named the Digital Marketing Platforms and Customer Patronage Questionnaire (DMTCPQ). The collected data were encoded in Statistical Package for Social Sciences (SPSS) version 23.0 and analysed using descriptive statistics, including percentages, mean, and standard deviation. Pearson Product Moment Correlation (PPMC) was employed to test the hypotheses at a 0.05 alpha level. The study's findings indicated a significant relationship between email marketing and repeat purchases in online retail stores in Port Harcourt; a significant relationship between online advertising and referrals in these stores; a significant relationship between social media marketing and brand loyalty in online retail stores; and that internet access significantly influences the relationship between digital marketing and customer patronage in online retail stores in Port Harcourt, among other factors. It was determined that digital marketing improves repeat purchases, referrals, and brand loyalty; also, the sales margin and income of online retail establishments might significantly increase if digital marketing platforms are used for product promotion. Based on the results, the researcher indicated that online retail enterprises using digital platforms should have a systematic approach to telling consumers about their items, since maintaining connectivity with customers is essential for businesses.
Keywords
Digital marketing
platforms and customers patronage
online retail stores
References
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