The Effect of Digital Marketing on Consumer Buying Behaviour: A Study in Nigeria

In this dissertation we will discuss about  consumer buying behaviour and below are the summaries point:- Technology has revolutionized the world, changing the dynamics of businesses and the interaction between marketers and consumers. Digital marketing has become a vital platform for brand development, promotion, and management, offering cost-effective and measurable ways to reach targeted audiences. Consumer behavior has shifted in the digital age, with consumers becoming more empowered, demanding personalized experiences, and relying on online reviews and recommendations to make purchasing decisions.

AN EMPIRICAL ANALYSIS ON EFFECT OF DIGITAL
MARKETING ON CONSUMER BUYING BEHAVIOUR
BY
EKERUKE UNENABASI GODWIN
ABUMBA02015001506
A DISSERTATION SUBMITTED TO
THE SCHOOL OF POSTGRADUATE STUDIES
AHMADU BELLO UNIVERSITY, ZARIA,
IN PARTIAL FULFILMENT OF THE REQUIREMENTS FOR THE
AWARD OF MASTERS DEGREE IN BUSINESS ADMINISTRATION
AUGUST, 2019

i
AN EMPIRICAL ANALYSIS ON EFFECT OF DIGITAL MARKETING ON
CONSUMER BUYING BEHAVIOUR
BY
EKERUKE UNENABASI GODWIN
ABUMBA02015001506
A DISSERTATION SUBMITTED TO
THE SCHOOL OF POSTGRADUATE STUDIES
AHMADU BELLO UNIVERSITY, ZARIA,
IN PARTIAL FULFILMENT OF THE REQUIREMENTS FOR THE AWARD
OF MASTERS DEGREE IN BUSINESS ADMINISTRATION
DEPARTMENT OF BUSINESS ADMINISTRATION
AHMADU BELLO UNIVERSITY,
ZARIA, NIGERIA
AUGUST, 2019

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DECLARATION
I declare this dissertation titled AN EMPIRICAL ANALYSIS ON THE EFFECT OF
DIGITAL MARKETING ON CONSUMER BUYING BEHAVIOR was carried out by me
under the supervision of Dr. Isa Ardo in the Department of Business Administration, Ahmadu
Bello University, Zaria. The information derived from other literatures has been duly
acknowledged in the text and a list of references provided. No part of this dissertation was
previously presented for another certificate, degree or diploma at this or any other institution.
EKERUKE UNENABASI GODWIN
___________________________ ______________________ __________________
Name of Student Signature Date

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CERTIFICATION
This dissertation report entitled AN EMPIRICAL ANALYSIS ON EFFECT OF DIGITAL
MARKETING ON CONSUMER BUYING BEHAVIOUR BY EKERUKE UNENABASI
GODWIN meets the regulations governing the award of Master in business Administration,
and is approved for its’ contribution to knowledge and literary presentation.
DR. ISA ARDO 5th September, 2019
___________________________ _____________________ ___________________
Project Supervisor Signature Date
PROF. HASSAN ZOAKA
___________________________ _____________________ _________________
Director, Distance Learning Centre Signature Date
PROF. S. Z. ABUBAKAR
___________________________ _____________________ _________________
Dean, School of Postgraduate Studies Signature Date

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DEDICATION
This project is dedicated to the Almighty God, my beloved parents of blessed memory, Late
Rev. and Mrs. Godwin Ekeruke.

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ACKNOWLEGDEMENT
I am forever grateful to the Almighty God for the gift of life, grace and wisdom.
I am grateful and indebted to my wonderful supervisor, Dr Isa Ardo for his effective
supervision, dedication, availability and professional advice.
My profound gratitude goes to my lovely siblings, Jenny, Sifon, Idara and Edikan Ekeruke,
my beloved friends Idorenyin Uko and Omena Egedi for their love and support at all times.
I want to thank my course mates, Bamiyo, Tolulope, Ilyas, Kyola, Adesuwa and Rukky for
their encouragement and all my friends for being a source of inspiration and strength.
I want to thank Mr. and Mrs Ephraim Etokudo, Mr. Anthony Usifo, Engr. Kayode Olaitan
Mrs Bose Ogedengbe, Mr. Justus Obaoye, Mr. Ololade Lateef and for their contribution
towards my career and personal development.
I also extend my appreciation to our lecturers, e-tutors, respondents and everyone that
contributed to the success of this study.
Finally, I will like to thank myself for putting in all the work, persevering and refusing to quit
despite all the difficulties that life has thrown at me.

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ABSTRACT
The main purpose of this study was to analyse the effect of digital marketing on consumer
buying. The study was guided by the specific objectives; to examine the various digital media
platforms in Nigeria that could influence consumer behaviour, identify the categories of
products that consumers buy on digital media platforms and to analyse the influence of
digital marketing on consumer behaviour. A survey research design was adopted, and
primary data were collected through questionnaires administered to 460 respondents.
Secondary data were collected from newspapers, Journals, magazines and websites.
Descriptive analysis was used to analyse the data collected. Data was presented and
described using frequency distributions and percentages. The findings of the survey reveal
that that digital marketing has a profound effect on consumer buying behaviour. Hypothesis
test revealed that there are various digital media platforms being patronised in Nigeria that
influences consumer behaviour, Nigerian consumers buy different categories of products on
digital media platforms and digital marketing influences consumer decision making process.
Further survey reveals that digital media channels and platforms which directly influence
consumer behaviour and buying decision process include Facebook, Twitter, YouTube,
Google, Instagram, Websites/ Blogs, Multimedia Advertising, Emails, LinkedIn. The study
recommends that companies should adopt strategies to utilize the digital universe and
technology, maximize brand awareness through digital platform to remain competitive in
today’s business environment. Businesses are also encouraged to carry out in-depth market
research, to enable them gain deep insights on the influence of digital marketing on
consumer behaviour and decision-making process.
Keywords: Digital Marketing, Social Media, Consumer Buying behaviour, Consumer purchase
decisions.

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TABLE OF CONTENTS
CERTIFICATION ................................................................................................................... iii
DEDICATION .......................................................................................................................... iv
ABSTRACT .............................................................................................................................. vi
TABLE OF CONTENTS ......................................................................................................... vii
LIST OF FIGURES .................................................................................................................. ix
LIST OF TABLES .................................................................................................................... ix
CHAPTER ONE: INTRODUCTION………………………………………………..………..1
1.1 Background to the Study ...................................................................................................... 1
1.2 Statement of Problem ........................................................................................................... 3
1.3 Aims and Objectives of the Study ....................................................................................... 5
1.4 Hypotheses ........................................................................................................................... 5
1.5 Significance of the Study ..................................................................................................... 5
1.6 Scope of the Study ............................................................................................................... 6
CHAPTER TWO: LITERATURE REVIEW…………………………………………………7
2.1 Introduction .......................................................................................................................... 7
2.2 Digital Marketing ................................................................................................................. 7
2.3 Digital Marketing channels .................................................................................................. 9
2.3.1 Search Engine Optimization (SEO) .............................................................................. 9
2.3.2 Email Marketing ........................................................................................................... 9
2.3.3 Social Media Marketing ................................................................................................ 9
2.3.4 Mobile Marketing ....................................................................................................... 10
2.3.5 Online Affiliate Marketing ......................................................................................... 10
2.3.6 Pay per Click Advertising ........................................................................................... 10
2.3.7 Display Advertising .................................................................................................... 11
2.4 Consumer behaviour .......................................................................................................... 11
2.5 Consumer Behaviour in the Digital Era ............................................................................. 13
2.5.1 Access to Internet ........................................................................................................ 13
2.5.2 Access to information ................................................................................................. 14
2.5.3 Online Shopping ......................................................................................................... 14
2.5.4 Online Reviews and Word of Mouth .......................................................................... 15
2.5.5 Brand Loyalty ............................................................................................................. 15
2.5.6 The Need for Personalization ...................................................................................... 16

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2.6 Factors that influence consumer buying Decision in the Digital Era. ............................... 17
2.7 The Influence of Digital Marketing on Consumer Decision Making Process ................... 17
2.7.1 Consumer Decision Making Process .......................................................................... 17
2.7.1.1 Need Recognition..................................................................................................... 19
2.7.1.2 Information Search ................................................................................................... 19
2.7.1.3 Evaluation of Alternatives ....................................................................................... 20
2.7.1.4 Purchase ................................................................................................................... 20
2.7.1.5 Post Purchase ........................................................................................................... 21
CHAPTER THREE: MATERIALS AND METHODS……………………………………...22
3.1 Introduction ........................................................................................................................ 22
3.2 Research Design................................................................................................................. 22
3.3 Study Population ................................................................................................................ 23
3.4 Sample Size and Sampling Technique ............................................................................... 23
3.5 Data Collection Methods ................................................................................................... 24
3.6 Data Analysis Techniques .................................................................................................. 24
CHAPTER FOUR: RESULTS AND DISCUSSION………………………………………..25
4.1 Introduction ........................................................................................................................ 25
4. 2 General Information .......................................................................................................... 26
4.3 Results ................................................................................................................................ 26
4.3.1 Hypothesis Testing.......................................................................................................... 27
4.4 Discussion of Findings ....................................................................................................... 32
CHAPTER FIVE: SUMMARY AND CONCLUSION……………………………………...35
5.1 Summary and Conclusion .................................................................................................. 35
5.2 Recommendations .............................................................................................................. 35
5.2.2 Recommendations for Further Studies........................................................................ 36
REFERENCES ........................................................................................................................ 37

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LIST OF FIGURES
Figure 1.1: Active Internet Users, Social Media Users, Mobile connection and Active social
media users in Nigeria………………………………………………………………………... 4
Figure 2.1: Active Internet Users, Social Media Users, Mobile connection and Active social
media users around the world ………………………………………………………..............14
Figure 2.2: Five-stage model of the consumer buying process………………………………18
Figure 4.1: Categories of products that consumers buy on digital media channels..........…...30
LIST OF TABLES
Table 3.1: Sample Size table…………………………………………………………….....24
Table 4.1: Demographic profile of respondents…………………………………………… 26
Table 4.2: Digital media platforms that influence consumer behaviour…………………27-28
Table 4.3 Categories of products that consumers buy on digital media channels………….30
Table 4.4 Influence of Digital Marketing on Consumer Behaviour ……………………….31
Table 4.5 Influence of Social media on consumer decision making process……………....31

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CHAPTER ONE
INTRODUCTION
1.1 Background to the Study
Over the years, technology has revolutionized the world we live in. The impact of technology
on every sphere of human life is tremendous and fast paced. Technology has created amazing
tools and resources, putting each person’s most useful information at their fingertips. We
carry in our pockets enough technology to give us access to the world’s knowledge, as well
as immediate information on happenings across the globe (AgingInPlace.org, 2019).
Today, technology is changing the ways in which marketers and consumers interact as well
as offering a wide range of new options. The advent of the internet and the web has changed
the dynamics of businesses; with a click of a mouse you can have an amazon package sitting
on your doorstep within 48 hours, consumers have 24/7 access to brands, and companies are
scrambling to listen, respond to, and engage with their customers in a timely manner, while
also working to adequately address customer concerns (Osman, 2017)
The digital age and rise of online shopping have driven an unprecedented business model
shift for product manufacturers and retailers. Digital marketing and advertising has been built
in a way that allows you to easily measure return on investment (ROI). This is an
achievement in itself, because prior to the digital age, there were no clear numbers as to how
many people advertising reached (and what characterized these people) (KPMG, 2017).
The new 2018 Global Digital suite of reports from We Are Social, a global conversation
agency and Hootsuite, a social media management and analytics platform reveals that there
are now more than 4 billion people around the world using the internet (The number of
internet users in 2018 is 4.021 billion, up 7 percent year-on-year), the number of social media
users in 2018 is 3.196 billion, up 13 percent year-on-year, the number of mobile phone users
in 2018 is 5.135 billion, up 4 percent year-on-year.
With the rise of web and the internet, the boom of smartphones, tablets, laptops, and digital
technology, transformation of marketing is underway, digital marketing is on a steady rise
and will continue to soar.

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The Internet has given consumers more control in accessing information on products and
services. There are several factors that contribute to consumers pull for online content—
consumers are the one who decide when, where, what, and how much commercial content
they wish to view (Korgaonkar and Wolin, 2002). The Internet enables consumers to access
an unlimited range of products and services from companies around the world, and it has
reduced the time and effort they spend on shopping (Ko, Jung, Kim and Shim, 2004).
Traditional marketing no longer lies at the forefront of a campaign. Whilst it is still integral to
raising and maintaining brand awareness, digital marketing has risen through the ranks to sit
parallel with offline (Bella Design and Marketing, 2014).
Digital Marketing is an important platform in brand development, brand promotion and brand
management and encompasses all marketing efforts that use an electronic device or the
internet. Businesses leverage digital channels such as search engines, social media, email, and
their websites to connect with current and prospective customers. The main advantage of
digital marketing is that a targeted audience can be reached in a cost-
effective and measurable way. Other digital marketing advantages include increasing brand
loyalty and driving online sales (Alexander, n.d).
The digital age and rise of digital marketing has elicited a paradigm shift in consumer
behaviour. We live in turbulent times. We see tremendous changes in marketing, which has
already shifted from the mass communication model – when marketers used to tell consumers
what was best for them. Today’s consumers are more enlightened and empowered. They are
constantly being flooded with more digital content than ever before. A huge number of
brands are available at consumer’s fingertips. Consumers have become more
demanding. They know more than ever about what they want, how they want it and from
whom they want (Singh, 2017).
Consumers desire and expect a consistent and personalized service experience, personalized
messaging from brands. The prime change in consumer behaviour is that consumers,
increasingly turn away from anything they perceive as marketing. As consumers are
becoming tech savvy, they are becoming impatient towards intrusive or irrelevant content and
messages. Instead, they look towards reviews of friends, influencers, experts and users,
ratings, testimonials, website reviews, google search on the brand etc. to make purchasing
decisions (Singh, 2017).

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Modern consumers are not loyal; they are more variety seekers, always experimenting and
they become switchers. Consumers have reduced tolerance, they expect an immediate
reaction to their actions, response to their queries clear and fast and when they are
dissatisfied, they can post viral post or tweet to discredit a brand.
Consumer behaviour in the digital age is an ever-changing and ever-expanding phenomenon,
the digital sphere will experience major and fast paced changes in the near future, and
technology will continue its pervasive global impact on marketing strategies. Consequently,
only brands that can find and build their unique digital “footprints” and brand experiences,
become flexible enough to adapt their business models and strategies to these changes will
remain relevant in the coming years (Williams and David, 1999).
While change is challenging, it is also exciting. Organizations that are market‐driven and
learn how to leverage technologies and other competencies can anticipate promising
opportunities for growth and performance (Williams and David, 1999).
1.2 Statement of Problem
Rapid development of technologies, economic globalization and many other external
circumstances has stimulated changes in marketing and consumer behaviour (Elina, 2009).
Advances in technology, logistics, payments and trust — coupled with increasing internet and
mobile access and consumer demand for convenience — have created a US$1.9 trillion
global online shopping arena, where millions of consumers no longer ‘go’ shopping, but
literally ‘are’ shopping — at every moment and everywhere (KPMG, 2017).
Consumers’ shopping habits have changed over the past decade. The use of digital
technology to research, browse and purchase has gone from segment-specific or sporadic to
mainstream (Sue, 2015). The transformation is largely driven by the influence of digital
technology on the shopping experience. With the emergence of technological development,
companies have to change its outlook towards consumers (Jose, 2017). Today the general
consumer behaves differently and expects much more from various products and companies.
Changes in consumer behaviour means business and organizations must continually refine
their strategies to operate in the digital space. Digital marketing is increasingly important as
companies must compete for consumer attention in an online, mobile world.

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One of major trends in today's marketing is orientation on exploitation of Internet and social
media for promoting of the company and its products (Deniss and Elina, 2011). Digital
marketing has changed the way in which marketers brand and market their organizations.
Globally a lot of studies have been carried out on digital marketing and consumer buying
behaviour but within Nigeria, limited research has been undertaken to analyse the effect on
Digital marketing on consumer buying behaviour.
According to a special report titled Digital in 2016, Nigeria tops the list of Key 30 economies
when it comes to mobile’s share of web traffic, with more than 80% of all web pages served
in Africa’s most populous nation going to mobile phones.
Figure 1.1: Active Internet Users, Social Media Users, Mobile connection and Active social
media users in Nigeria (Kemp, 2016)
As observed from the figure above, the statistics of Internet penetration in Nigeria shows that
digital marketing is an emerging trend that holds true potential from a consumer and
organizational perspective.

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Therefore, this study sought to address the knowledge gap by identifying and evaluating the
effect of digital marketing on consumer buying behaviour in Nigeria.
1.3 Aims and Objectives of the Study
The general objective of this study is to analyse the effect of Digital Marketing on Consumer
buying behaviour in Nigeria from a consumer standpoint.
Specifically, the study also aims to
1. To examine the various digital (social) media platforms in Nigeria that could
influence consumer behaviour
2. Identify the categories of products that consumers buy on digital media platforms.
3. To analyse the influence of digital marketing on consumer behaviour
1.4 Hypotheses
The following hypotheses will be tested:
H1: There exist various digital media platforms being patronised in Nigeria that influences
consumer behaviour
H2: Nigerian consumers buy different categories of products on digital media platforms.
H3: Digital marketing influences consumer decision making process
1.5 Significance of the Study
Technological advancement, competition and the current digital marketing trends have
birthed a new generation of consumers who want greater convenience, value and options. For
businesses and marketers, this trend poses both challenges and significant opportunities. This
study presents deep and valuable insights on consumer behaviour in the digital era and how
organizations can adopt strategies to maintain competitive advantage using digital marketing
as a strategic tool.
For researchers and scholars, the study of digital marketing and its impact on consumer
behaviour is still its infancy, though there has been much recent activity in the consumer
behaviour/psychology literature related to digital and social media marketing, and many
important contributions to knowledge have been made, there is still room for more insights
particularly given the fast-moving nature of digital settings. This study will broaden our

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understanding of key phenomena, examine brand-new phenomena and theories in areas that
lack an established theoretical base.
The government is the major driver of economic activities, and over the years’ the digital
markets have created a shift in the economic landscape in developed nations. Digitally
enabled businesses have now become more profitable than the traditional/ brick and mortar
business in developed nations. A critical understanding of this trend is very important for the
governments as it sets the foundation for policies that will create an enabling business
environment, drive economic growth and prosperity using digital marketing as a value driver
and protect the interest of consumers.
1.6 Scope of the Study
The research will be focused on gathering insights and analysing the effect of digital
marketing on consumer buying behaviour. The scope of the research will include people who
have access to internet on digital devices and knowledge about digital marketing and will be
drawn from 384 respondents specifically in Lagos, Nigeria
This research would be performed and completed during the span of two to three months in
order to gather, evaluate and produce result.

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CHAPTER 2
LITERATURE REVIEW
2.1 Introduction
This chapter through selection review of literature and previous research findings provides a
deeper explanation and clearer understanding of the effect of digital marketing on consumers.
The first section explains the concept of digital marketing and consumer behaviour. The next
section describes the consumer decision making process, consumer behaviour in the digital
era while the last section analyses the factors that influence consumer buying decision.
The search for relevant literature was mainly conducted through academic textbooks, internet
search engines, and research databases such as Google Scholar.
2.2 Digital Marketing
Marketing is traditionally the means by which an organization communicates to, connects
with, and engages its target audience to convey the value of and ultimately sell its products
and services.
Marketing has been around for a long time. In the past, businesses have been spreading the
word about their products or services traditional marketing channels such through
newspapers and word of mouth. Today the development of digital marketing has changed the
way brands and businesses utilize technology and digital channels for marketing activities.
Promotion of products has become an increasingly important component in the new digital
age, mostly thanks to digital marketing. The traditional form of marketing is lagging behind
digital marketing, which offers users new opportunities like personalized messages or
answers to a search query (Istvanic, Milic & Krpic, 2017)
Digital marketing campaigns are becoming more prevalent as well as efficient, as digital
platforms are increasingly incorporated into marketing plans and everyday life, and as people
use digital devices instead of going to physical shops.
Digital marketing is the innovative in the 21 st Century because it utilizes digital technology
and mass media devices like television, radio and the Internet to reach a wide spectrum of
consumers in an appropriate, significant, and individual manner. The most common digital
marketing tool used today is Search Engine Optimization (SEO). Its role is to maximize the
way search engines like Google find your website (Wikipedia, 2019).

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Digital marketing is broad term that describes the set of marketing process and marketing of
products or services using digital technologies, medium or channels mainly on the Internet,
but also including mobile phones, display advertising, to promote a product or service or
build a digital brand (Wikipedia, 2019).
Digital marketing is the avenue of electronic communication which is used by the marketers
to endorse the goods and the services towards the marketplace. The supreme purpose of the
digital marketing is concerned with consumers and allows the customers to intermingle with
the product by virtue of digital media (Sathya, 2015). It is also regarded as the use of
technologies to help marketing activities in order to improve customer knowledge by
matching their needs (Chaffey, 2013).
Digital marketing includes internet marketing techniques search engine optimization (SEO),
search engine marketing (SEM), content marketing, influencer marketing, content
automation, campaign marketing, data-driven marketing, e-commerce marketing, social
media marketing, social media optimization, e-mail direct marketing, display advertising, e–
books, and optical disks and games are becoming more common in our advancing
technology. In fact, digital marketing now extends to non-Internet channels that provide
digital media, such as mobile phones (SMS and MMS), call back, and on-hold mobile ring
tones (Wikipedia, 2019).
Internet marketing– often called online marketing or e-marketing is a subset of digital
marketing and is essentially any marketing activity that is conducted online through the use
of internet technologies. It is in fact the most important component since the majority of
digital marketing activities fall within the boundaries of Internet marketing. The channels that
make up digital marketing include: Web sites, Social media platforms, Banner placement,
email marketing, mobile marketing, SEO, pay per click campaigns, Web TV, SMS,
billboards and anything else with a digital foundation (Chris, n.d.).
Businesses are spending more on and partaking in online marketing than ever before, the
world over. Understanding the consumer behavioural factors that influence e- marketing
effectiveness is crucial. (Jenyo and Soyoye, 2015).
Digital Marketing has changed the way companies market their business and will continue to
remain relevant in companies as it is a necessity now and into the future

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From an organizational perspective, digital marketing is being used by businesses because it
cost effective, offers a wider and measurable reach compared to traditional marketing. For
example, to reach 2,000 customers by newspaper or direct mailing the budget is around 200-
900 dollars but with digital marketing the cost of advertisement is around 50-75 dollars
(Bhargava 2015, 7).
From the consumer point of view, digital marketing provides consumers with a wide range of
product and service options, bargaining power because they are able to compare prices,
convenience as they can shop whenever they want, take advantage of promotions and provide
feedback and reviews.
2.3 Digital Marketing channels
Some of the digital marketing channels used to reach out to consumers include:
2.3.1 Search Engine Optimization (SEO)
Search engine optimization (SEO) is the process of affecting the online visibility of a
website or a web page in a web search engine's unpaid results—often referred to as
"natural", "organic", or "earned" results.
There are two types of SEO: organic and paid advertisement. The algorithms of the
search engine are constantly changing, and that is the reason why SEO is an important
part of successful online business. Search engines’ algorithms have changed from the
past. Before the Internet became crowded, it only took relevant information out of the
webpage, and it gave a good rank. Nowadays algorithms are looking for user
experience, design and quality of the webpage. (Zhang & Cabage, 2017)
2.3.2 Email Marketing
Email Marketing is the use of electronic mail to promote products and/or services. It
also involves the use of email to develop relationships with potential customers and/or
clients. At its best, email marketing allows businesses to keep their customers
informed and tailor their marketing messages to their customers.
2.3.3 Social Media Marketing
Social media marketing (SMM) is the use of social media websites and social
networks to market a company's products and services. Social media marketing

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provides companies with a way to reach new customers, engage with existing
customers and promote its desired culture, mission or tone. Also known as "digital
marketing" and "e-marketing," social media marketing has purpose-built data
analytics tools that allow marketers to track how successful their efforts are.
(Investopedia, n.d).
The most common social media websites include: Facebook, Twitter, Google+,
Pinterest, Instagram. LinkedIn, YouTube, Foursquare, Snapchat, WeChat, WhatsApp
etc.
2.3.4 Mobile Marketing
Mobile marketing is a multi-channel, digital marketing strategy aimed at reaching a
target audience on their smartphones, tablets, and/or other mobile devices, via
websites, email, SMS and MMS, social media, and apps. Mobile is disrupting the way
people engage with brands. Everything that can be done on a desktop computer is
now available on a mobile device. From opening an email to visiting your website to
reading your content, it's all accessible through a small mobile screen. (Chris, n.d.).
2.3.5 Online Affiliate Marketing
Affiliate marketing is the process of earning a commission by promoting other
people’s (or company’s) products. Affiliate advertising is an online marketing
channel, in which an advertiser pays a blogger, website owner, platform to promote
the advertiser’s products or services on the its blog, website or platform. There are
three main types of affiliate ads: pay-per-click, pay-per-lead, and pay-per-sale. (Chris,
n.d.).
2.3.6 Pay per Click Advertising
This model of digital marketing allows advertisers to pay a fee each time one of their
adverts is clicked. This model is used to direct traffic to websites. Search engine
advertising is one of the most popular forms of PPC. It allows advertisers to bid for ad
placement in a search engine's sponsored links when someone searches on a keyword
that is related to their business offering. For example, if an advertiser bids on the
keyword “PPC software,” their ad might show up in the very top spot on the Google
results page.

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2.3.7 Display Advertising
This form of advertising allows brands to convey commercial messages or adverts
visually using texts, logos, animations, videos, photographs and other graphics.
Display advertising provides advertisers with many creative ad ideas - different sizes
and formats, images, and videos, which automatically implies more opportunities for
attracting potential customers. (Chris, n.d.).
2.4 Consumer behaviour
Consumers consume things of use and buy the products according to their needs, preferences and
buying capacities. Those products may be consumable goods, specialty goods, durable goods or
industrial goods.
Kotler & Keller (2012) defined consumer behaviour as the study of how individuals, organizations
and groups select, buy and make use of products, services, experiences or ideas to satisfy their need
and wants.
According to Rami (2012), consumer behaviour refers to the selection, purchase and
consumption of goods and services for the satisfaction of their wants and consumer buying
behaviour is the decision processes and acts of consumers involved in buying and using
products. He further explained that many factors, specificities and characteristics influence
the consumer in his decision-making process, shopping habits, purchasing behaviour, the
brands he buys or the retailers he goes. A purchase decision is the result of each and every
one of these factors. The consumer is led by his culture, his subculture, his social class, his
membership groups, his family, his personality, his psychological factors, etc. The
consumers make some decisions under conditions of low involvement, the decision being
determined by the environmental cues (Solomon, 2009).
Studies reveal that the consumer purchase behaviour may be viewed from three different
perspectives- the decision making, the experiential and the behavioural influence. (Mowen,
1988).
Understanding consumer completely has still remained to be a biggest mystery right from the
history and development of the concept of consumer behaviour in marketing simply because
the consumer behaviour is unpredictable (Kavya & Nagabhushanam, 2018).
Consumer behaviour is a dynamic, complex and multidimensional process and all marketing
decision are taken based on the assumptions about the consumer behaviour and at the core of

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consumer behaviour is the consumer decision making process. Kotler (2012) explains that
when purchasing any product, a consumer goes through a decision making process. This
process consists of up to five stages: Stage 1: problem recognition, Stage 2: information
search. Stage 3: evaluation of alternatives, Stage 4: purchase decision, Stage 5: post purchase
behaviour.
Rami (2012) in his study on factors influencing consumer behaviour explains that
Consumer’s buyer behaviour and the resulting purchase decision are strongly influenced by
cultural, social, personal and psychological characteristics. An understanding of the influence
of these factors is essential for marketers in order to develop suitable marketing mixes to
appeal to the target customer. He further went on to explain the four major factors. Cultural
Factors refers to the societal environment, ideas, customs, and social behaviour of a particular
people or society, the social factors include groups (reference groups, aspirational groups and
member groups), family and social roles and status, the personal factors includes such
variables as age and lifecycle stage, occupation, economic circumstances, lifestyle (activities,
interests, opinions and demographics),the psychological factors includes motivation,
perception, learning, beliefs and attitudes.
It is important to note that extensive research has been carried on consumer behaviour and
different models have been developed by researchers such as the Nicosia model (1966),
Engel-Kollat- Blackwell Model (1968), Howard- Sheth Model (1969), Stimulus- Response
Model (1994), Foxall’s Behavioural Perspective Model of Purchase and Consumption (1990),
Kotler and Keller Black Box Consumer Behaviour Model (2004) and the Kotler’s five stage
model in consumer behaviour (2012) but the world is changing and the digital era will
continue to change social trends, which in turn directly affects consumer behaviour and
demand.
Today the social, cultural, psychological and personal factors which influence the consumer
behaviour are also directly or indirectly influenced by technological factors. Consumers are
empowered more than ever before, and this empowerment is due to unlimited access to
information and technological revolution. (Kavya & Nagabhushanam, 2018).
Marketing is about connecting with your audience and customer in the right place and at the
right time. Businesses need to meet their customers where they are already spending time: on
the internet. Digital Marketing offers the opportunity for organizations to market and sell
their products and services on the internet and other digital platforms (Alexander, n.d).

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2.5 Consumer Behaviour in the Digital Era
The evolution and advent of digital technology has altered the dynamics of business,
marketing and consumer behaviour. Digital marketing has an incredible influence of
people’s interaction, work, purchases and life habits. (Clodagh, n.d).
The fast evolution of user-friendly tech and instant access to information has made the
consumers of today smart and aware. With ever increasing options available at a tap of the
touchscreen, consumer behaviour and preferences are forever in flux. (Michael, 2016)
Today, consumer is making buying decisions in a participatory digital culture. The old
consumer behaviour no more fits into this digital era. There is intervention of technology in
almost all stages of consumer decision making process (Ashman, Solomon and Wolny,
2015).
In general, the digital environment has provided various benefits for both consumers and
businesses. The digital environment is also likely to have wider economic benefits in terms of
increased innovation, creativity, learning, instant and unlimited access and reduced
environmental costs associated with transactions (Mette, Patrice, Annabel, Mark and Julia,
2011).
Some of the basic trends and facts about changes in consumer behaviour include:
2.5.1 Access to Internet
According to Kemp (2018), well over half of the world’s population is now online, with the
latest data showing that nearly a quarter of a billion new users came online for the first time
in 2017. The number of internet users in 2018 is 4.021 billion, up 7 percent year-on-year. As
the number of people gaining access to internet increases, the amount of time that people
spend on the internet is also increasing.

14
Figure 2.1: Active Internet Users, Social Media Users, Mobile connection and Active social
media users around the world (Kemp, 2018)
The latest data from GlobalWebIndex shows that the average internet user now spends
around 6 hours each day using internet-powered devices and services – that’s roughly one-
third of their waking lives.
2.5.2 Access to information
The digital revolution has provided customers with a far greater knowledge of products and
services, meaning that brands no longer decide what information is handed to consumers
regarding product knowledge. Consumers are able to access information and opinions within
seconds, providing them with enough facts to make informed purchase decisions.
(Badenhorst, 2015).
Mette et al. (2011) furthers explains that the digital environment is arguably provides users
with easier access to content (whether information, services or products) and this includes
content and services provided by public sector providers, charities and other not-for-profit
organisations.
2.5.3 Online Shopping
Online shopping is a form of electronic commerce which allows consumers to directly buy
goods or services from a seller over the Internet using a web browser.

15
Online shopping is more accessible than it has ever been in the digital era with the
introduction of tablets, smartphones, easy checkout systems and more secure systems. (Shrish
and Gajraj. 2016).
Consumers find a product of interest by visiting the website of the retailer directly or by
searching among alternative vendors using a shopping search engine, which displays the
same product's availability and pricing at different e-retailers. (Wikipedia, 2018)
Study shows that online shopping not only effecting ease of use, and enjoyment but also by
other factors like product feature, characteristics, and trust towards online marketing, (al & al,
2014). Online shopping stores in Nigeria are growing in leaps and bounds. They are offer
customers the convenience and ease of purchasing products online.
2.5.4 Online Reviews and Word of Mouth
With the arrival of interactive and social media the patterns, role and impact of word-of-
mouth have evolved and new, forms of online communities were shaped, digital has become
the marketing strategy of choice for businesses today and word of mouth still remains a
powerful tool for marketing a business, and with the interconnected network of digital
channels at our fingertips and, it’s easier than ever for customers to tell others about their best
(and worst) experiences. Online reviews are today’s word of mouth marketing, and they can
make or break your business.
Between social media and customer forums, consumers have the ability to both build and
destroy brands. Word of mouth was, and still is, king. Customers have always been led by the
opinions of friends and family, but nowadays this is corroborated by social media likes and
testimonials. Brand reputations can stand or fall over night, all based on the communication
between consumers. (Badenhorst, 2015).
2.5.5 Brand Loyalty
In today’s diverse new world of growing consumer demands, fuelled by changing
demographics and the cultural shift in the market, the concept of brand loyalty is becoming
extinct.
Brand loyalty is a consumer behaviour pattern where consumers become committed to a
particular brand and make repeat purchases over time. Companies use creative marketing
strategies, such as loyalty or rewards programs, trials, brand ambassadors, and incentives like

16
free samples to build brand loyalty. (Investopedia, n.d). Globalization, rising consumer
expectations, digitalization, convenience and a host of other factors has contributed to the
decline in brand loyalty such that even loyalty programmes has little or no impact on brand
loyalty.
2.5.5 Product and Services on Demand
Immediate access to messaging, e-mail, media, and other online functionality through
smartphones has generated a sense of entitlement to fast, simple, and efficient experiences.
Whether it be the ease of scheduled deliveries or the corresponding reduction in time
required, the study shows that the on-demand economy's growth is a product of its alignment
to consumers' growing appetite for greater convenience, speed, and simplicity. (Jaconi,
2014).
The On-Demand Economy refers to the economic activity created by technology companies
that fulfil consumer demand via the immediate provisioning of goods and services.
The emergence of on-demand services, particularly in the transportation, retail, lodging,
dining and grocery businesses, is built on mobile technologies that are especially attractive to
middle-income Millennials (Kerrigan, 2018).
The on-demand industry which has become a multi-million dollar industry has re-erupted
with volcanic intensity over the past four years on a worldwide basis and is replacing
traditional business models faster than we anticipated. The services coupled with a couple of
apps empower instant provisioning of goods and services. Companies operating in the On
Demand industry include Airbnb, online rental service, Uber an online transportation network
company, Deliveroo, an online food delivery company, Instacart, an Internet-based grocery
delivery service, Lyft, a transportation network company, Udemy, online learning company,
UrbanSitter, online babysitter company, YourMechanic, an online automobile service
company (Mansuri,2017).
2.5.6 The Need for Personalization
Given the abundance of digitally savvy customers, personalization has become the
cornerstone of customer experience and the driver of engagement and loyalty. It is a
technique that helps marketers listen to customers, identify customer interests and preferences
as they unfold, and understand and map customer behaviour. Consumers expect personalized

17
experiences spanning from sales, marketing, and customer service. It is aimed at resonating
deeply with customers so that they feel valued and appreciated.
In order to gain a good understanding of the consumer in the digital economy, it is important
to take account of the fact that the consumer may not always behave like the textbook
prediction and that businesses may aim to benefit from such non-textbook consumer
behaviour. At the core of our analysis of consumer behaviour in a digital environment is the
buying decision process (Denis, 2018).
2.6 Factors that influence consumer buying Decision in the Digital Era.
In this digital era, consumers are having much more possibilities to search and gather
information make decisions regarding their planned purchases. The availability of
information increased dramatically with the expansion of the Internet, improved algorithm of
full text search engines, and development of social networks and mobile technologies
(Miklosik, 2015). This situation enables consumers to assess their purchasing intention in
more details and much faster than before. On the other hand, information noise can be
counterproductive, because consumers do not know which source to choose and how
trustworthy it is. Too many information from media and various information sources can be
cluttering (Solík, Višňovský, and Laluhová, 2013).
On the basis of research conducted by Bertilsson (2009), it can be concluded that different
marketing channels influences the purchase decision of consumer, especially in case of online
purchase. The research study also shows that digital media serves as a medium to create
awareness in purchase process
Nevertheless, the purchasing decision-making process is changing continually and some of
the factors which influence the consumer buying decision include Price,product perception,
product quality, convenience, Brand Image, purchasing power, information, customer service, Internet
Access, Security, Trust etc.
2.7 The Influence of Digital Marketing on Consumer Decision Making
Process
2.7.1 Consumer Decision Making Process
Consumer behaviour is the process consumers experience when they make purchases, and it
involves factors that influence their decision. For many products and services, purchase

18
decisions are the result of a long, detailed process that may include a broad information
search, brands comparison, and evaluation (Belch G. & Belch M., 2009).
The knowledge of buying behaviour sheds the light on the psychology of how consumers
think, feel, argument and select among existing alternatives (e.g., brands, products, and
retailers), also how the consumer's environment (e.g., culture, family, media) influences
him/her, additionally, how consumer motivation and decision strategies distinct between
products (Stankevich, 2017).
The traditional model of consumer decision-making process involves five steps that
consumers move through when buying a product or service. The five stage consumer decision
making model of consumer decision was first introduced in 1910 by John Dewey (Bruner &
Pomazal, 1988), and include need recognition, information search, evaluation of alternatives,
purchase and post-purchase behaviour.
Figure 2.2: Five-stage model of the consumer buying process (Kotler & Keller, 2012)
Kotler & Keller (2012) in their book further describe this model in detail and explain
additional stage of the model - disposal stage. Also, they discuss Moderating effects on
consumer decision-making (like consumer involvement).
Consumers do not always move in the exact order through the process; it can depend on the
type of product, financial status, digital devices they have, etc. Consumer decision making
process is important for marketers because they have to understand these steps in order to
design their marketing mix properly.
The consumer decision-making process ranges from simple to complex and is influenced by a
variety of factors. It begins with the recognition of a need. It might be as simple as realizing
that there are no vegetables left in the fridge. It is followed by an information search where a
consumer starts to search for information from internal and external resources. Once a
consumer finds information and alternatives, he/she starts to evaluate them in alternative
evaluation step. After the evaluation of alternatives, a consumer makes decisions regarding
which product/service to purchase. After the purchase the consumer has an experience using
product/service that is purchased (Netmera.com, 2015).
Need
Recognition
Information
Search
Evaluation
of
Alternatives
Purchase
Post-
purchase
Behaviour

19
We will evaluate the influence of digital marketing at each stage of the decision-making
process.
2.7.1.1 Need Recognition
Decision making process for each consumer starts when there is a need for something. Need
recognition occurs when a consumer is faced with a difference between an actual and a
desired state. Consumer needs can be divided into two groups A need can occur immediately
and can be a very basic impulse such as getting hungry- internal stimulus. A need may arise if
a consumer is affected by outside influences such as receiving a discount from his/her
favourite retailer- external stimulus (Kotler & Keller, 2012).
Digital Marketing and technology allows marketers to connect with their customers and
allows customers to receive information anytime and anywhere whether they are at work, in a
store, or surfing the web. It also helps marketers to deliver their offerings to their customers
by customizing the offers based on the needs of their customers. Digital marketing messages
can act as external cues that help consumers to recognize a need, triggering a decision-
making process that might result in a purchase. Digital marketing and technology provides
value to customers such as saving time, effort and money and this can motivate consumers to
start the buying process (Netmera.com, 2015).
2.7.1.2 Information Search
The second stage is information search where the consumer searches for information
regarding different alternatives that can purchased to satisfy the need (Kotler & Keller, 2012).
Information search can be done internally or externally. An internal information search
consists of utilizing information from memory, such as past experiences with the product
and/or service. An external information search is the process of utilizing information from
outside environments such as friends and family, public resources, marketing- controlled
sources such as radio, TV ads, and digital ads (Noel, 2009).
Compared to traditional marketing methods such as radio, TV and Print, digital technology
offers the convenience of accessing and sharing information at their comfort. With the help of
mobile internet, Consumers are able to access information and opinions about products nd
services within seconds, providing them with enough facts to make informed purchase
decisions. (Badenhorst, 2015).

20
Within information search stage marketers may reach their target audience via various digital
marketing tools such as mobile search ads, location-based ads, mobile display ads etc. Digital
marketing tools are very crucial to marketers who are interested in making an impact on
consumers’ information search stage and effective use of these tools can elicit a purchase
(Netmera.com, 2015).
2.7.1.3 Evaluation of Alternatives
According to Kotler & Keller (2012), consumers evaluate products and brands to satisfy their
needs and to attain benefits. After conducting an information search, customers evaluate
alternatives in order to make a final decision. While giving a final decision, consumers take
into consideration the different attributions of the product or service such as quality, price,
location, etc. (Netmera.com, 2015).
Traditional physical shopping environments have limitations, such as the number of product
alternatives available and the difficulty of comparing the product alternatives. The online
shopping environment has its own limitations, such as the inability to touch, feel, or try
products but offers consumers access to a wide of product options and ability to compare
alternatives. Digital technology enables consumers to experience best features of offline and
online shopping environments at the same time.
For combining online and offline shopping experiences, many consumers have started to
choose use smartphones in physical stores while they are shopping. That makes smartphones
very important medium for both online and offline marketers. Therefore, digital marketing
tools can be very effective if they are used in relevant mobile channels in order to reach
consumers who are evaluating alternatives and appropriate digital marketing actions might
result in a purchase (Netmera.com, 2015).
2.7.1.4 Purchase
After evaluation of alternatives, the purchase decision is the next step in the consumer
decision making process. Here, the consumer derives a preference among the brands,
products/ services considered and intends to buy the preferred brand (Kotler & Keller, 2012).
Purchase decision is already affected by previous decision-making process stages but still
marketers have chance to have an impact on the consumers who are already at the purchase
stage. Regarding this stage marketers should make their products available to their consumers

21
and they should also be sure to make the purchase process easy and enjoyable for the
consumer. Using digital technology, online/digital marketing can mobile services can
improve the consumer shopping experience at the purchase stage by making the product
ordering, purchasing and payment more convenient thereby saving customer’s time and
money (Netmera.com, 2015).
2.7.1.5 Post Purchase
As discussed by Kotler & Keller (2012), post purchase behaviour indicates the level of
dissatisfaction or satisfaction the consumer derives from the experience. Consumers who are
satisfied are likely to promote the product and are likely to make repeat purchases whilst
dissatisfied customers will return the product and complain about it.
Digital marketing can improve post-purchase customer service experiences. For instance,
consumers can receive updates on the order status for items purchased and provide feedback
on product performance. Customer support can be enhanced by delivering more interactive
content (e.g., images, video) and consumer engagement and interactions through social media
channels. Marketers can improve post purchase experience by using digital marketing tools
such as customer follow up via customised ads, push notifications, social interactions etc.
and other marketing offers such as promotions, free trials and discounts etc. (Netmera.com,
2015).

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CHAPTER 3
MATERIALS AND METHODS
3.1 Introduction
This chapter presents the research methodology used to conduct the study. The research methods
entail the; research design, study population, sample design, sample frame, sample technique and
sample size, data collection methods, research procedures, data collection and analysis method,
scope and limitation applied in this research.
3.2 Research Design
Research design is defined as the plan that describes how, when and where data are to be
collected and analysed (Churchill, Brown and Suter, 2009). It is also defined as the researcher’s
overall design for answering the research question or testing the research hypothesis (Malhotra,
2010).
It is an approach that a researcher chooses in order to appropriately analyse a research study. This
approach will assist in comprehending the several components of the research.
The study will adopt a survey research type. Survey research design will be adopted for this
study because survey research studies large and small population by selecting and studying
samples chosen from the population to discover the relative incidence, contribution, and
interrelations of sociological and psychological variables. As such survey research can be
classified as field studies with a quantitative orientation (Kelinger and Lee 2000).
Survey research is the primary step towards obtaining quick information about mainstream
topics and conducting more rigorous and detailed research using quantitative research
methods like surveys/polls, questionnaires or qualitative research methods like focus
groups/on-call interviews, sampling. It involves recruitment of individuals, collection and
analysis of data and often uses visual aids such as graphs and charts to aid the reader in
understanding the data distribution and therefore offered a better understanding on digital
marketing, and ultimately give a clear picture on the its effect on consumer behaviour using
consumer purchase decision as a central theme.

23
3.3 Study Population
According to Saunders, M., Lewis, P., & Thornhill, A. (2016), population is the full set of cases
from which a sample was obtained. The target population for this study from Lagos state,
Nigeria.
According to the National Bureau of Statistics, the number of active internet subscribers in
Lagos in the 4th quarter of 2018 was 15,486,083 subscribers. Based on these statistics, the
target population size will be 15,486,083 subscribers/ persons.
The targeted respondents will possess certain characteristics since probability random
sampling method will be used during data collection. These characteristics will include
respondents who have access to internet (both mobile and computer) and knowledge about
digital marketing.
3.4 Sample Size and Sampling Technique
Sampling is the process of selecting a number of individuals for a study in such a way that the
individuals selected represent the large group from which they were selected. The purpose of
sampling is to secure a representative group, which enables the researcher to gain information
about an entire population when faced with constraints of time, funds and energy.
The sample will be drawn from Lagos, Nigeria. In getting the sample size for consideration,
the research was guided by the sample size table shown in Appendix 1.
Based on the population size under consideration; 15,486,083 subscribers/ persons, the
corresponding sample size with a 95% confidence level and 5% percent margin of error are at
least 384 respondents. Further, Crouch (2003) recommends that “minimum sample size for
quantitative shopper surveys are of the order 300 to 500 respondents”. Thus, this study
required at least 384 usable participants.
For the research objectives to be met, the respondents will be chosen using probability
sampling method, The justification for using probability random sampling is to enable the
researcher select and focus on the particular characteristics of a population that are of interest
and will best enable him answer his research questions. There will be a brief interaction with
the respondents before questionnaires are administered to determine if they are fit to
participate in the study.
Probability sampling focuses on sampling techniques where the units that are investigated are
based on the judgment of the researcher to meet the research objectives (Saunders et al,

24
2009). Some of the elements to be considered will include geographic location of the
respondents, access to technology and the age group of the respondents.
3.5 Data Collection Methods
Data collection is the process of collecting data in a systematic way. To analyse the effect of
digital marketing on consumer behaviour, probability sampling technique will be used for
data collection and both primary and secondary data will be collected. Primary data will be
collected through structured questionnaire from 460 respondents and will be closed ended.
Secondary data will be collected from newspaper. Journals, magazines and websites.
3.6 Data Analysis Techniques
The study will apply both nominal and ordinal scale to measure a range of factors
establishing the effect on consumer behaviour and an interval scale in determining the
relationship between digital marketing and consumer behaviour.
The data collected will be compiled and edited to check for logical inconsistencies. The data
will be coded according to the responses. Data collected will be entered into Statistical Package
for Social Science (SPSS) 23.0 for analysis and analysis tests such as percentage analysis, Chi-
square test and descriptive statistics will be used.
Population Margin of Error Confidence Level
10% 5% 1% 90% 95% 99%
100 50 80 99 74 80 88
500 81 218 476 176 218 286
1,000 88 278 906 215 278 400
10,000 96 370 4,900 264 370 623
100,000 96 383 8,763 270 383 660
1,000,000+ 97 384 9,513 271 384 664
Table 3.1: Sample Size table ( https://www.surveymonkey.com/mp/sample-size/ )

25
CHAPTER 4
RESULTS AND DISCUSSION
4.1 Introduction
This chapter presents data analysis and interpretation of the data collected from the field of
the study-using questionnaire as a data collection instrument. The general objective of this
research work is to analyse on the effect of digital marketing on consumer buying behaviour.
Findings of this research work are administered and presented according to the structure and
the outline of the questionnaire.
The study was guided by the following specific research objectives: Analyse the concept of
digital marketing and consumer buying behaviour in the digital era, to investigate various
tools and channels of social media that directly influences consumer behaviour, identify the
categories of products that consumers buy on digital media platforms, to analyse the
influence of digital marketing on consumer decision making process.
The chapter presents analysis of the findings regarding the data designed to respond to the
specific research objectives outlined in the study. There are subsections administered in the
data collection instrument.
Section one addresses the demographic information of the participants. Section two addresses
the extent to which consumers are satisfied with products and services bought using digital
media/ marketing channels using satisfaction as a buying behaviour scale. Section three
addresses the effect of digital marketing on consumer behaviour. Section four investigates the
social media channels that influences consumer behaviour. Section five investigates the
categories of consumer products that consumers will prefer to buy through digital channels.
Section six investigates the factors that influence consumer behaviour and buying choices on
digital channels and section seven investigates the influences of social media on consumer
buying decision process.
The research indicates that analysis and presentation of the findings was carried out using
SPSS version 23.0. The results are presented in form of tables and figures.

26
4. 2 General Information
The questionnaire was designed using online survey tool Google forms and distributed to via
digital media channels including Emails, WhatsApp, Facebook, Instagram, Twitter, LinkedIn
and Skype. The questionnaire was completed was designed to ensure that there are no
missing responses and thus was completed by 460 respondents and a 100% response rate was
achieved which can be attributed to a well-balanced demographics of consumers who are
knowledgeable about digital marketing and were willing to give feedback.
4.3 Results
Table 4.1: Demographic profile of respondents
Particulars No. of respondents Percentage
Gender Male 258 56.1%
Female 202 43.9%
Total 460 100%
Age 15-19 10 2.2%
20-24 56 12.2%
25-29 126 27.4%
30-34 180 39.1%
35-39 49 10.7%
40-44 21 4.6%
45 and Above 18 3.9%
Total 460 100.0%
Occupation Student 60 13.0%
Business/
Entrepreneur 169 36.7%
Government
Employee 48 10.4%
Professional 167 36.3%
Others 16 3.5%
Total 460 100.0%
Monthly Income Less than 10,000 34 7.4%
10,000 - 20,000 31 6.7%
20,000 - 30,000 40 8.7%
30,000 and above 355 77.2%
Total 460 100.0%
Educational Qualification School Level 5 1.1%
Diploma 7 1.5%
Undergraduate 55 12.0%

27
Graduate 192 41.7%
Postgraduate 138 30.0%
Professional 63 13.7%
Total 460 100.0%
From the table above, it is observed that from a sample size of 460, 56.1% are male and
43.9% are female. Regarding age, 2.2% are in the group of 15-19 years, 12.2% are in the age
group of 20-24 years, 27.4% are in the age group of 25-29 years, 39.1% are in the age group
of 30-34 years 10.7% are in the age group of 35-39 years, 4.6% are in the age group of 40-
44% and 3.9% are aged 45years and above. Data about occupation of respondents revealed
that 13.0% are Students, 36.7% are Businesspeople/ Entrepreneurs, 10.4% are Government
Employees, 36.3% are Professionals, 3.5% have other occupations. Data about monthly
income reveals that 7.4% are earning less than 10,000 naira, 6.7% are earning between
10,000 - 20,000 naira, 8.7% are earning between 20,000 - 30,000 naira, 77.2% earn 30,000
and above. Data about educational qualification reveals that 1.1% have school level
certificates (WAEC, NECO etc.), 1.5% have their diploma, 12.0% are undergraduate, 41.7%
are graduates, 30.0%, are postgraduate v13.7% have professional qualifications.
4.3.1 Hypothesis Testing
H1: There exist various digital media platforms being patronised in Nigeria that
influences consumer behaviour
Table 4.2: Digital media platforms that influence consumer behaviour.
Digital Media Platforms Scale Frequency Percent (%)
Facebook Strongly agree 253 55%
Agree 149 32.4%
neutral 48 10.4%
disagree 7 1.5%
strongly disagree 3 0.7%
Total 460 100.0%
Twitter Strongly agree 132 28.7%
Agree 193 42.0%
neutral 105 22.8%
disagree 25 5.4%
strongly disagree 5 1.1%
Total 460 100.0%
Youtube Strongly agree 115 25.0%
Agree 180 39.1%
neutral 112 24.3%
disagree 45 9.8%
strongly disagree 8 1.7%
Total 460 100.0%
LinkedIn Strongly agree 91 19.8%

28
Agree 135 29.3%
neutral 158 34.3%
disagree 66 14.3%
strongly disagree 10 2.2%
Total 460 100.0%
Skype Strongly agree 37 8.0%
Agree 84 18.3%
neutral 219 47.6%
disagree 92 20.0%
strongly disagree 28 6.1%
Total 460 100.0%
Google Strongly agree 215 46.7%
Agree 170 37.0%
neutral 56 12.2%
disagree 14 3.0%
strongly disagree 5 1.1%
Total 460 100.0%
Instagram Strongly agree 268 58.3%
Agree 145 31.5%
neutral 34 7.4%
disagree 9 2.0%
strongly disagree 4 0.9%
Total 460 100.0%
Websites/blogs Strongly agree 132 28.7%
Agree 208 45.2%
neutral 90 19.6%
disagree 25 5.4%
strongly disagree 5 1.1%
Total 460 100.0%
Multimedia Advertising Strongly agree 109 23.7%
Agree 224 48.7%
neutral 92 20.0%
disagree 28 6.1%
strongly disagree 7 1.5%
Total 460 100.0%
Emails Strongly agree 78 17.0%
Agree 163 35.4%
neutral 152 33.0%
disagree 46 10.0%
strongly disagree 21 4.6%
Total 460 100.0%
SMS Strongly agree 71 15.4%
Agree 142 30.9%
neutral 171 37.2%
disagree 51 11.1%
strongly disagree 25 5.4%
Total 460 100.0%
From the table above, it is observed that 55% strongly agree and 32.4% agree that Facebook
has an influence on consumer and directly influences their buying decisions. 28.7% Strong
Agree and 42% agree that Twitter has an influence on consumer and directly influences their

29
buying decisions. 25% strongly agree and 39.1% agree that YouTube has a strongly influence
on consumer behaviour and directly influences their buying decisions.
Only 19.8% Strongly Agree, 29.3 % Agree that LinkedIn has an influence on consumer
behaviour and directly influences their buying decisions, 8% Strongly Agree, 18.3% Agree
that Skype has an influence on consumer and directly influences their buying decisions.
46.7% Strongly Agree, 37% agree that Google has an influence on consumer behaviour and
directly influences their buying decisions, 58.3% Strongly Agree 31.5% Agree that Instagram
has an influence on consumer behaviour and directly influences their buying decisions,
28.7% Strongly agree, 45.2% Agree that Websites/blogs has an influence on consumer
behaviour and directly influences their buying decisions, 23.7% Strongly Agree and 48.7%
Agree that Multimedia Advertising has an influence on consumer behaviour and directly
influences their buying decisions, 17% Strongly agree, 35.4% Agree that Emails has an
influence on consumer and directly influences their buying decisions, 15.4% Strongly Agree,
30.9% Agree that SMS has an influence on consumer and directly influences their buying
decisions.
More than 50% of our respondents agree that Facebook, Twitter, YouTube, Google,
Instagram, Websites/ Blogs, Multimedia Advertising, Emails therefore Hypothesis 1 (H1) has
been proven correct therefore hypothesis 1 is accepted.
H2: Nigerian consumers buy different categories of products on digital media
platforms.
Respondents were asked the categories or products they prefer to buy via digital media
channels. They were also presented with examples of products that fall into these categories
Convenience Products (Food, Drink, confectionary. toiletries, Accessories, Perfume, Cosmetics, Pencil, Pens,
paper, detergent etc.),
Shopping Products (Electronics, Household goods, furniture Mobile Phone, Accessories, Shoes and clothing,
Sports Equipment, Computer, Accessories, CDs/DVDs, Music, Computer Games, Book, Travel Ticket, Movie
and Theatre Ticket).
Specialty Products (Luxury products such Cars, Motorcycle, Designer clothing, exotic perfumes, Jewellery,
Holiday trips, legal and professional services, famous and expensive paintings).
Unsought products (Life Insurance, accident insurance, smoke detectors, home alarms, pre-planned funeral
service, nursing home insurance).

30
Table 4.3 Categories of products that consumers buy on digital media channels
Product Categories Frequency Percent
Convenience Products Do not buy 213 46%
Buy 247 54%
Total 460 100%
Shopping Products Do not buy 60 13%
Buy 400 87%
Total 460 100%
Specialty Products Do not buy 225 49%
Buy 235 51%
Total 460 100%
Specialty Products Do not buy 225 49%
Buy 235 51%
Total 460 100%
Fig 4.1 Categories of products that consumers buy on digital media channels
From the table presented above gathered by a sample size of 460 respondents, investigations
reveal that 53.7% buy and 46.3% do not buy convenience products via digital media
channels, 87% buy and 13% do not buy shopping products via digital media channels, 51.1%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
Convenience
Products
Shopping Products Specialty ProductsUnsought Products
46.3%
13.0
%
48.9%
62.8%
53.7%
87.0%
51.1%
37.2%
Product Categories
Do not buy Buy

31
buy and 48.9% do not buy specialty products via digital media channels, and Only 37.2% buy
and 62.8% do not unsought products via digital media channels.
From the results above, it can be observed that a more than 50% of the respondents buy
Convenience Products, Shopping products, Specialty products and unsought products with
shopping products being the most purchased via digital media channels therefore Hypothesis
2 (H2) has been proven correct therefore hypothesis 2 is accepted.
H3: Digital marketing Influences Consumer Decision making Process
Table 4.4 Influence of Digital Marketing on Consumer Behaviour
Frequency Percent
Digital marketing/ advertising has the
potential of affecting your behaviour
Strongly agree 182 40%
Agree 218 47%
neutral 44 10%
disagree 16 3%
Strongly disagree 0 0%
Total 460 100%
From the table above, it can be observed that 40% of the respondents strongly agree, 47%
agree, 10% are neutral, only 3% disagree and no respondent strongly disagreed that Digital
marketing/ advertising has the potential of affecting their behaviour.
Majority of the respondents agree that Digital marketing/ advertising has the potential of
affecting your behaviour therefore Hypothesis 3 (H3) has been proven correct therefore
hypothesis 3 is accepted.
Table 4.5 Influence of Social media on consumer decision making process
Frequency Percent
social media marketing helps in easy comparison of
products
Strongly agree 197 42.8%
Agree 208 45.2%
neutral 36 7.8%
disagree 16 3.5%
strongly disagree 3 0.7%
Total 460 100.0%
Social media provides sufficient information about the
products.
Strongly agree 119 25.9%
Agree 230 50.0%
neutral 78 17.0%
disagree 28 6.1%
strongly disagree 5 1.1%
Total 460 100.0%
Social media is interactive and thus influences consumer
shopping experience and buying decisions
Strongly agree 235 51.1%
Agree 196 42.6%
neutral 23 5.0%
disagree 5 1.1%
strongly disagree 1 0.2%

32
Total 460 100.0%
Social media facilitates better decision making Strongly agree 112 24.3%
Agree 207 45.0%
neutral 101 22.0%
disagree 30 6.5%
strongly disagree 10 2.2%
Total 460 100.0%
From the table above, it can be observed that 42.8% Strongly agree, 45.2% agree that social
media helps in easy comparison of products, 25.9% Strongly agree, 50% agree that social
media provides sufficient information about products, 51.1% Strongly agree, 42.6% agree
that social media is interactive and thus influences consumer shopping experience and buying
decisions, 24.3% Strongly agree, 45% agree that social media which is a major subset of
digital marketing facilitates better decision making. Majority of the respondents agree that
Social media influences consumer buying decisions and the decision-making process
therefore this further validates our acceptance of Hypothesis 3
4.4 Discussion of Findings
Our survey was designed to enable us achieve our research objectives and to test the
hypothesis.
Findings from the study reveal that majority (87%, cumulative value of strongly agree/Agree)
agree that Digital marketing/ advertising has the potential of affecting consumer buying
behaviour.
Digital marketing is on a steady rise and will continue to soar, this can be attributed to the
rise of web and the internet, the boom of smartphones, tablets, laptops, and digital technology
which has transformed marketing. The Internet has given consumers more control in
accessing information on products and services. The Internet enables consumers to access an
unlimited range of products and services from companies around the world, and it has
reduced the time and effort they spend on shopping (Ko, Jung, Kim and Shim, 2004).
Cotte, Chowdhury and Ricci (2006) concluded that the internet, given its unique features,
offer new ways of interacting between the consumers, organisations and the ever-larger space
of the electronic market. It facilitates the dialogue between customers, who constitute
different aims and who show different behavioural types and who take into account different
benefits.

33
Findings from a cumulative value of strongly agree and agree reveals that the percentage of
respondents that digital media platforms/ channels that directly influences consumer
behaviour and buying decisions are presented below
Facebook- 87.4%, Twitter- 70.7%, YouTube- 64.1%; Google- 83.7% Instagram - 89.8%
Websites/ Blogs - 73.9% Multimedia Advertising - 72.4%, Emails- 52.4%, LinkedIn- 49.1%,
Skype- 26.3%, SMS- 46.3%.
Social media platforms have allowed brands to endear themselves to a wider audience. This
is because social media is a place where consumers can share information and make informed
buying decisions. Social media allows consumers to keep up with trends, allow them learn
more about the products and services of a company, allow them provide feedbacks about
products and services and take advantage of sweepstakes and promotions.
Social media marketing techniques help companies to reach out to almost all market segments in
the society. Today, businesses have realized and accepted social media marketing as an important
marketing strategy to succeed. Apart from having loyal customers, social media marketing comes
with a lot of benefits like increased exposure, improved sales, reduced marketing expenditure,
more fruitful leads and partnerships (Sumitha & Beegam, 2012)
The unique aspects of social media and its immense popularity have revolutionized marketing
practices such as advertising and promotion (Hanna, Rohn and Crittenden, 2011) Social
media has also influenced consumer behaviour from information acquisition to post-purchase
behaviour such as dissatisfaction statements or behaviours about a product or a company.
(Mangold and Faulds, 2009)
In the last few years can be noticed a great influence of the companies on online networks.
Social media websites provide an opportunity for businesses to engage and interact with
potential consumers, encourage an increased sense of intimacy with consumers, and build all
important relationships with potential consumers. (Mersey, Davis, Malthouse & Calder,
(2010).
Findings from the study that out of the 460 respondents 57.3% buy convenience products via
digital media channels, 87% buy shopping products via digital media channels, 51.1% buy
specialty products via digital media channels and Only 37.2% buy unsought products via
digital media channels. From the results above, it can be observed that a more than 50% of
the respondents buy Convenience Products, Shopping products, Specialty products and

34
unsought products with shopping products being the most purchased via digital media
channels.
This can be attributed to the fact that technology is changing the ways in which marketers and
consumers interact as well as offering a wide range of new options.
The advent of the internet and the web has changed the dynamics of businesses; with a click
of a mouse you can have an amazon package sitting on your doorstep within 24 hours,
consumers have 24/7 access to brands, and companies are scrambling to listen, respond to,
and engage with their customers in a timely manner, while also working to adequately
address customer concerns (Osman, 2017).
E-commerce, the activity of buying or selling of products over the internet is a booming
industry and it has transformed the way business is done globally. The world has become a
global marketplace with borderless possibilities thus enabling customers purchase all types of
consumer products from any part of the globe.

35
CHAPTER 5
SUMMARY, CONCLUSION AND RECOMMENDATION
5.1 Summary and Conclusion
This study examined the effect of Digital Marketing on Consumer buying behaviour in
Nigeria from a consumer standpoint. Based on literature review and results from this survey
collected from 460 respondents, we can conclude that digital marketing has a profound effect
on consumer buying behaviour.
Hypothesis test reveal that there are various digital media platforms being patronised in
Nigeria that influences consumer behaviour, Nigerian consumers buy different categories of
products on digital media platforms and digital marketing influences consumer decision
making process.
Further survey reveals that the digital media platforms which directly influence consumer
behaviour and buying decision process include Facebook, Twitter, YouTube, Google,
Instagram, Websites/ Blogs, Multimedia Advertising, Emails, LinkedIn.
It has been identified that the categories of products that consumers buy on digital channels
include convenience products, shopping Products, specialty Products and unsought products.
5.2 Recommendations
Today, we are a society driven by digital technology and digital marketing has influenced our
education, occupation, lifestyle, achievements, possessions, relations, beliefs, and perception
of life and ultimately our behaviour. Though, this new trend in marketing has provided equal
opportunities to businesses irrespective of size, increased the challenge and complexity of
landscape in which companies operate, it has also become imperative for companies to have a
firm grasp on how to utilize the digital universe to maximize their brand awareness and
impact in order to remain competitive in today’s business environment.
Since digital marketing emerged, there has been a huge transformation in the marketing
process. Through digital marketing, consumers’ research and make informed purchase

36
decisions, consumers now have their own choices, and consumers use more than one social
and digital media channel. With more than 2 billion users worldwide, social media can
provide your companies with a suitable opportunity to engage with customers and showcase
their brand. Facebook, Twitter, YouTube, Google, Instagram, Websites/ Blogs, Multimedia
Advertising, Emails, LinkedIn are effective social media/ digital media channels in driving
consumer acquisition, engage and brand loyalty.
Purchasing via digital channels is driven by the growth in the e-commerce industry and the
number of digital consumers. Some of the factors that influence consumer behaviour and
buying choices on digital channels include: Price, Product attributes, Product quality,
Convenience, Income/ Purchasing power, Product information, Customer service, Internet
Access, Security, Trust, Online Reviews etc. Companies must develop strategies to gain
competitive advantage and increase revenue using these factors as strategic tools.
The world has become a global marketplace and in order to remain competitive in today’s
business environment, companies must operate on a global scale using technology as a
strategic tool. Engaging the global marketplace helps companies accelerate growth and take
advantage of an array of opportunities including access to a new consumer base. Gaining
access to a new consumer base helps companies establish new revenue streams and gain a
competitive edge against competitors.
5.2.2 Recommendations for Further Studies
Market research is a critical tool in helping companies understand what consumers want,
develop products that those consumers will use, and maintain a competitive advantage over
other companies in their industry. Unfortunately, many businesses today ignore the key fact
that marketing research is the core of their pull approach to meet consumer’s demands and
needs.
Through in-depth market research, businesses can gain deep understanding and insights on
the impact of digital marketing on consumer behaviour, factors that influence consumer
behaviour and buying choices on digital channels, social media channels that directly
influences consumer buying behaviour and decision-making process. Hence, companies are
encouraged to engage in marketing research with the purpose of understanding key insight
about digital marketing.

37
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