Digital Marketing Strategies and Customer Purchase Decision Among SME’s in Oyo State, Nigeria

Abstract

This research examined the effect of digital marketing on consumer’s purchase behavior in selected SMEs in Oyo State, Nigeria. Descriptive survey research design was adopted for the study. Five hundred and Eighty-one copies of a validated and reliable research instrument were administered to owner/managers of SMEs in Oyo State, Nigeria. Findings from the multiple regression analysis revealed that digital marketing has a positive and significant effect on consumer purchase decision with P-value less than 0.005. The study concluded that digital marketing has significant effect on consumer purchase behavior. The study recommends that SMEs should adopt digital marketing strategies in order to reach their current and potential thereby increasing sales and performance.