DIGITAL MARKETING AND CONSUMER BUYING BEHAVIOUR OF SME’S IN KOGI STATE

Digital marketing has become popular as a result of the emergence of digital technologies. Marketing operations are now carried out at a lower cost and with less effort. Digital marketing relates with website, email marketing, social media, e-commerce among others. This study focused on digital marketing and consumer buying behaviour in Kogi State. The study used descriptive research design and the population of study consists of managers and owners from small enterprises that are digitally inclined. Three hundred and six (306) respondents were used as a sample size for this study. A multistage random sampling technique was used in this study. Data were analysed using multiple regression analysis. Findings showed that social media marketing has a significant and positive relationship with consumers buying behaviour in Kogi State. It was also found that website marketing has a significant but positive linear relationship with the consumers buying behaviour in Kogi State. The study recommends that more effort should be tailored towards increasing the use of social media marketing, as this will enhance positive buying behaviour from customers. It was also recommends that managers of enterprises should use website marketing as a medium for reaching out to their esteem customers.

0 18 May, 2025

pg: 11

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