Internet Marketing and Customers’ Purchase Intentions toward Virtual Banking Services in South South, Nigeria

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.

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