MARKETING STRATEGIES AND ONLINE CONSUMER BUYING BEHAVIOUR OF CIVIL SERVANTS IN BAYELSA STATE

Abstract

This study examines the relationship between digital marketing strategies (social media marketing,
email marketing, and search engine optimization) and online consumer buying behavior among civil
servants in Bayelsa State. Using a quantitative approach, the study finds moderate to very strong
positive relationships between digital marketing strategies and online purchasing behavior.
Specifically, email marketing has the strongest positive relationship (r = 0.815), followed by search
engine optimization (r = 0.681) and social media marketing (r = 0.655). The findings suggest that
digital marketing strategies are effective in enhancing online consumer buying behavior among civil
servants. The study recommends prioritizing email marketing, optimizing websites for search
engines, and using personalized social media marketing to increase engagement and conversion
rates. The study contributes to the literature on digital marketing and consumer behavior,
highlighting the importance of digital marketing strategies in enhancing online purchasing behavior.