Title: Effect Of Digital Marketing On Consumer Purchase Intention Of Customers Of Jumia Nigeria
Authors: Ebolo, E.J and Dr. Ofili. P.N
Volume: 9
Issue: 4
Pages: 326-336
Publication Date: 2025/04/28
Abstract:
The proliferation of Internet has changed the business landscape for multinational companies, resulting in the exponential growth of successful online businesses. The study examined the effect of digital marketing on consumer purchase intention of customers of Jumia Nigeria. Primary data was sourced through the administration of structured questionnaire to the respondents, while secondary data was gotten through the review of related literature. Descriptive statistics and simple percentage were used to present view of the study. A total of 92 respondents were used for the study using stratified random sampling approach. Data were analyzed and hypotheses were tested using multiple regression statistical analysis version 23.0 with the help of frequency and simple percentages. The findings revealed that there is a significant effect between digital marketing variables identified in the study (email marketing and social media marketing) on customer purchase intention. The study thus, concludes that based on extensive research study conducted on the subject matter, it can be confidently asserted that digital marketing conceived and can be implemented from different approaches; each of this approach represents a strategy for developing a digital service strategy, with the ultimate goal of either developing or reinforcing a particular image for the e-tailers in the mind of the customers. The study recommends that, online advertising make a concerted effort to enhance customer purchase intention. Although it is easy to overlook, each connection a customer has with a firm affects their impression of brands/products. This is especially true for digital businesses, which must replicate brand-consistent customer care strategies across different platforms and channels. This is a vital component of digital marketing success, which involves providing a seamless, integrated purchase experience across all platforms and channels for a single customer.