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. The study concluded that digital marketing has significant effect on consumer purchase behavior. The study recommends that SMEs should adopt digital marketing strategies in order to reach their current and potential thereby increasing sales and performance.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Elizade University International Journal of Management
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
