2022
DOI: 10.57000/euijm/2022.0101.03-dm
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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.… Show more

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“…The traditional barriers to entry in international markets have been disrupted, creating a new era of possibilities and challenges for marketers. Global marketing in the digital age encompasses a wide range of activities, including market research, branding, positioning, advertising, and customer relationship management, all conducted in a global context [10,11].…”
Section: Introductionmentioning
confidence: 99%
“…The traditional barriers to entry in international markets have been disrupted, creating a new era of possibilities and challenges for marketers. Global marketing in the digital age encompasses a wide range of activities, including market research, branding, positioning, advertising, and customer relationship management, all conducted in a global context [10,11].…”
Section: Introductionmentioning
confidence: 99%