Digital Marketing Strategies and Consumer Buying Behaviour in E- Commerce Businesses in South-West Nigeria: The Role of Content and Social Media Marketing
Abstract
In today’s increasingly competitive environment, content marketing and social media marketing have become important tools for influencing consumers. However, the effectiveness of these strategies may depend on the psychological and socio-cultural factors that shape how consumers interpret digital marketing messages. This study examined the influence of content marketing on psychological buying behaviour and the effect of social media marketing on socio-cultural buying behaviour among consumers of e-commerce businesses in South-West Nigeria. A descriptive survey design was employed, and data were collected from online consumers across Lagos, Ogun, Ondo, Ekiti, Osun and Oyo States. From a population of 40,000 consumers, a sample of 8,000 was determined using the Yamane formula at a 1% margin of error. Data were collected using a structured questionnaire and analysed using simple linear regression. The findings revealed a strong and significant positive relationship between content marketing and psychological buying behaviour (R = .725, R2 = .526, β = .725, t = 39.667, p < .05). Social media marketing also demonstrated a strong and significant positive relationship with socio- cultural buying behaviour (R = .782, R2 = .611, β = .782, t = 45.176, p < .05). The findings indicate that informative and relevant digital content can shape consumers' psychological responses, while social media engagement can reinforce the influence of peers, reference groups and cultural values on online purchasing decisions It recommends that e-commerce businesses combine informative content with culturally relevant and socially engaging communication to improve consumer responses and strengthen online market performance.
Keywords
Consumer Buying BehaviourContent Marketing; Digital MarketingSocial Media Marketing
References
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