The Impact of Digital Marketing on Consumer Behaviour in the Industry:A Case Study in Nigeria
DOI:
https://doi.org/10.5281/zenodo.23243192Keywords:
Digital Marketing, Consumer Behavior, Brand Impression, Brand Trust, Brand Loyalty, Retail Industry, NigeriaAbstract
This study investigated the impact of digital marketing on consumer behavior in the retail industry, using selected
retail consumers in Nigeria as the study population. Specifically, the research examined the influence of digital
marketing, customer brand impression, customer brand trust, and customer brand loyalty on consumer behavior.
A quantitative cross-sectional survey design was adopted, and data were collected from 200 respondents using
a structured questionnaire administered through a multistage sampling technique. The collected data were
analyzed using the Statistical Package for the Social Sciences (SPSS), employing descriptive statistics, reliability
analysis, correlation analysis, and multiple regression analysis. The findings revealed that digital marketing
significantly influences consumer behavior in the Nigerian retail industry. The study also found that customer
brand impression, brand trust, and brand loyalty have positive and significant effects on consumer purchasing
behavior. Among these variables, brand trust and brand loyalty were identified as major determinants of
consumers' purchase decisions and repeat patronage. The study concludes that effective digital marketing
strategies enhance consumer engagement, strengthen trust and loyalty, and positively influence purchasing
behavior. It recommends that retail businesses invest in innovative digital marketing strategies, improve online
customer engagement, and build credible and trustworthy brands to enhance customer satisfaction and long-term
loyalty.
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