The Effect of Digital Marketing on Consumer Buying Behaviour: A Case Study of Fan Milk Ghana Limited

Abstract

The purpose of this study was to investigate the impact of digital marketing on consumer buying behaviour. The research design that was adopted for the study was a case study design. The population for the study were residents of the Korley Klottey District. A sample size of 80 respondents was selected to participate in the study. The sampling technique utilized was a non probability sampling technique in the form of convenience sampling. The data collection instrument used was an online questionnaire. The data analysis tools employed to analyse the data was correlation analysis, regression analysis and mean. Findings from the study showed that majority of respondents were aware of digital marketing channels. The findings also showed that the dominant digital marketing channel utilized by respondents to buy products was social media. The findings also revealed that FanYogo was the most popular product of Fan Milk Ghana Limited that was bought by the majority of respondents. The results from the correlation analysis revealed a significant and positive relationship between digital marketing and consumer buying behaviour (r = 0.825, p < 0.001). The regression analysis also showed that digital marketing affects consumer buying behaviour (b =1.434, p < 0.001). In conclusion, the study revealed that digital marketing has facilitated the development of trusted relationships between customers and brands, making it an increasingly critical medium for brands seeking to optimize brand loyalty. Digital marketing is the most cost-effective platform for selling items and also helps firms to communicate with their target audience effectively via digital platforms. Digital marketing is not just for engagement; businesses may use it to acquire new customers or retain existing ones. It is recommended that firms and entrepreneurs enhance the use of digital marketing channels across all of their business activities to communicate with customers more easily and to improve customer feedback management.