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Impact of Electronic Marketing Strategies on Consumer Buying Behaviour Among Kwara State Polytechnic Students, Ilorin.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Impact of Electronic Marketing Strategies on Consumer Buying Behaviour Among Kwara State Polytechnic Students, Ilorin./
Author:	Anafi, Olanrewaju Isiaka.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2021,
Description:	147 p.
Notes:	Source: Masters Abstracts International, Volume: 83-02.
Contained By:	Masters Abstracts International83-02.
Subject:	Business administration. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28648130
ISBN:	9798534678635

Impact of Electronic Marketing Strategies on Consumer Buying Behaviour Among Kwara State Polytechnic Students, Ilorin.
Anafi, Olanrewaju Isiaka.

Impact of Electronic Marketing Strategies on Consumer Buying Behaviour Among Kwara State Polytechnic Students, Ilorin. - Ann Arbor : ProQuest Dissertations & Theses, 2021 - 147 p.

Source: Masters Abstracts International, Volume: 83-02.

Thesis (M.S.B.A.)--Kwara State University (Nigeria), 2021.

This item must not be sold to any third party vendors.

The emergence of modern and diverse means of communication enables customer to access product or service quickly without bothering about time and location. This study examined the Impact of electronic marketing strategies on consumer buying behaviour using Kwara State Polytechnic students as a case study. Business organizations are now-taking advantage of their technological break-through to create awareness and make their presence felt through the internet services. The objective of this was to investigate the impact of those e-marketing strategies on consumer buying behaviour. Quantitative and qualitative approaches were used, while cross-sectional survey research design was adopted. With population of 17,486, 5-point Likert scale questionnaire and structured interview were used as instruments for data collection; the method of data analysis was multiple regression and content analysis was used to examine the interview data collected from fourteen class representatives. Findings showed that e-marketing strategies have significant impact on consumer buying behaviour. The results also agreed with the outcome of qualitative analysis. The study concludes that electronic marketing strategies indeed have positive impact on Consumer Buying Behaviour of students studied. It is recommended that firms should continue to embrace e-marketing in order to influence consumer buying behaviour as information on companies's websites increases the strength and popularity of a brand.

ISBN: 9798534678635Subjects--Topical Terms:

3168311
Business administration.
Subjects--Index Terms:

Consumer buying behavior

Impact of Electronic Marketing Strategies on Consumer Buying Behaviour Among Kwara State Polytechnic Students, Ilorin.
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300 $a 147 p.
500 $a Source: Masters Abstracts International, Volume: 83-02.
500 $a Advisor: Abdulraheem, Issa;Abu, Zekeri.
502 $a Thesis (M.S.B.A.)--Kwara State University (Nigeria), 2021.
506 $a This item must not be sold to any third party vendors.
520 $a The emergence of modern and diverse means of communication enables customer to access product or service quickly without bothering about time and location. This study examined the Impact of electronic marketing strategies on consumer buying behaviour using Kwara State Polytechnic students as a case study. Business organizations are now-taking advantage of their technological break-through to create awareness and make their presence felt through the internet services. The objective of this was to investigate the impact of those e-marketing strategies on consumer buying behaviour. Quantitative and qualitative approaches were used, while cross-sectional survey research design was adopted. With population of 17,486, 5-point Likert scale questionnaire and structured interview were used as instruments for data collection; the method of data analysis was multiple regression and content analysis was used to examine the interview data collected from fourteen class representatives. Findings showed that e-marketing strategies have significant impact on consumer buying behaviour. The results also agreed with the outcome of qualitative analysis. The study concludes that electronic marketing strategies indeed have positive impact on Consumer Buying Behaviour of students studied. It is recommended that firms should continue to embrace e-marketing in order to influence consumer buying behaviour as information on companies's websites increases the strength and popularity of a brand.
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650 4 $a Influence. $3 1973172
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