Setting the Future After the COVID-19 Pandemic Through Digital Marketing Platforms and Purchasing Decisions: Evidence from Ghana

Abstract

Businesses have been altered by digital marketing platforms, which have prompted them to use technology that allows them to give high-quality service at a cheap cost. 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 was 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 (PLS-SEM) was used to test the proposed model. 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.