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Influence of Digital Marketing Strategies on Consumer Purchase Decisions of Household Products in Delta State, Nigeria

EBIGWU Kerry Ijeoma

Abstract

This study investigated the influence of digital marketing strategies on consumer purchase of household products in Delta State, Nigeria. The specific objectives were to investigate the influence of social media; email marketing; online adverts, and website search engines on consumer purchase decisions of household products in Delta State. The study adopted a descriptive research design using a survey research method. The population of the study comprised the consumers of household products in Delta State. The sample size was 382 consumers which was derived using the Cochran (1963) formula. A structured questionnaire was used as an instrument of data collection for the study. Findings of the study indicated that the social media; email marketing, online adverts, and website search engines influence consumer purchase of household products in Delta State. Therefore, the study concludes that digital marketing strategies have significant influence on consumer purchase decisions of household products in Delta State, and recommended amongst others that business owners should leverage continual digital marketing development and regularly appraise the effectiveness of the marketing tools employed.

Keywords

Digital MarketingConsumer Purchase DecisionHousehold Productswebsite

References

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