Digital marketing and its effect on consumer behaviour: A case study of the Nigerian telecoms

Abstract

The widespread uses of Internet technologies have changed how firms around the world communicate their products or services to consumers. Understanding consumers' desires and creating products or services to cater to these needs remain the major concern of many organizations. Therefore, this study focused on the role digital marketing poses on consumers' behavior and satisfaction. The study further identifies the factors influencing the use of digital marketing in the Nigerian telecommunication industry. A survey research method was used and the Cochran formula enables an ideal sample size calculation since the total population size of online consumers is infinite. Based on this calculation 500 respondents were surveyed due to the researcher's convenience, cost, and accessibility to the respondents. Data were collected using both primary and secondary sources. An online well-structured designed questionnaire (Google survey) was attached via online platforms. The questionnaire elicited information on respondents' perceived usefulness of the digital adverts and other marketing platforms as well as the factors influencing their use. Interestingly, the results showed that digital marketing thus has a significant relationship with consumers' behavior and satisfaction. This further indicates that consumers appreciate regular and timely access to information provided on telecommunications products, services, and networks via digital marketing channels in making purchase decisions.