SETTING THE FUTURE AFTER THE COVID 19 PANDEMIC THROUGH DIGITAL MARKETING PLATFORMS AND PURCHASING DECISIONS: EVIDENCE FROM GHANA

Abstract

Businesses have been shaped by digital marketing platforms, which have prompted them to use technology that allows them to give high-quality service at a cheap cost. A key question now is with the new digital marketing clients entering the Ghanaian market every year, providing marketers with unique ability to present their items through digital marketing platforms how thus those platforms influence consumers purchase decisions? Digital marketing has been hailed as a cutting-edge marketing strategy that provides businesses with new alternatives. Due to a rising share of middle-income consumers. This is the first study of this type to investigate how digital marketing platforms impact purchase decisions among students during the Covid-19 era. The study seeks to look at a variety of digital marketing platforms in Ghana. A simple sampling strategy was used to select participants for the study while standard surveys or questionnaires were used to collect data. With the exception of missing surveys, 500 questionnaires were sent and 389 available responses were returned, indicating 77.8% response rate for all participants. Partially least square structural equation modeling was used to test the proposed model (PLS-SEM). The findings revealed that a number of significant digital media outlets influence students buying decisions in Ghana. Customers use digital media platforms to purchase a variety of items, and digital marketing influences their shopping habits.