DIGITAL MARKETING AND CONSUMER PURCHASE DECISIONS FOR HOUSEHOLD PRODUCTS IN AKURE METROPOLIS.

Abstract

This study examined the influence of digital marketing on consumer purchase decisions for household products in Akure Metropolis. The study focused on three digital marketing strategies: social media marketing, online advertising, and email marketing. A survey research design was adopted, and data were collected from 400 adult consumers using a structured questionnaire. Data were analyzed using descriptive statistics and Pearson Product Moment Correlation to test three hypotheses at a 0.05 significance level. The findings revealed that social media marketing, online advertising, and email marketing all have significant positive relationships with consumer purchase decisions, with social media marketing exerting the strongest influence. The study concludes that digital marketing is a critical tool for shaping consumer buying behavior, and businesses should leverage these strategies to enhance engagement and sales. The study recommends prioritizing social media marketing, employing targeted online advertisements, and utilizing personalized email campaigns to optimize consumer purchase outcomes.