The Interplay of Internet Marketing Dimensions and Customers’ Purchase Intentions toward Virtual Banking Services in South South, Nigeria

Abstract

The researchers examined the interplay of internet marketing dimensions and customers’ purchase intentions toward virtual banking services in South South, Nigeria. The core objective of the study was to examine the effect of internet marketing dimensions and customers’ purchase intentions of virtual banks in South South, Nigeria. The researchers used cross sectional research design. The study was conducted in six states that make up the South South zone of Nigeria. The population of the study comprised of customers of 20 selected virtual banks in South South, Nigeria. Questionnaire was the main instrument for data collection. Simple linear regression analysis was used to analyse the data from the field. The result revealed a positive and significant effect between the proxies of internet marketing strategies and customers’ purchase intentions. The researchers concluded that adopting the strategies of video marketing and search engine marketing will result in an increase customers’ purchase intentions of virtual banks. They further recommended that virtual banks should endeavour to add more educative videos displaying their bank’s products on the company’s websites to help create more awareness and increase customers’ purchase intention for their products, also, virtual banks must endeavor to build a visibility for the bank through websites to increase customers’ purchases intentions of their bank’s products.

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