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

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

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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