INFLUENCE OF DIGITAL MARKETING STRATEGIES ON CONSUMER BUYING BEHAVIOR IN THE FEDERAL CAPITAL TERRITORY, ABUJA, NIGERIA

Authors

  • Eke, Donatus Izuogu PhD Department of Marketing, Airforce Institute of Technology, Kaduna
  • Mohammed Jamila PhD Department of Business Administration, Kaduna State University
  • Babagana Haruna Department of Marketing, Airforce Institute of Technology, Kaduna

Keywords:

Digital Marketing, Email Marketing, Mobile Marketing, Social Media Marketing, Search Engine Marketing, Consumer Buying Behavior

Abstract

This study examined the influence of digital marketing strategies on consumer behavior among adults 
in Abuja, FCT, Nigeria. The paper is grounded in the Theory of Planned Behavior and Technology 
Acceptance Model. A a cross-sectional survey of 384 consumers was conducted across Abuja 
Municipal Area Council, Gwagwalada, and Kuje using multi-stage stratified sampling from March
May 2026. Four strategies were measured: social media marketing, email marketing, search engine 
marketing, and mobile advertising. Consumer behavior was operationalized as purchase intention, 
brand loyalty, and electronic word-of-mouth using 5-point Likert scales adapted from validated 
instruments. 

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Published

2026-06-13

Issue

Vol. 3 No. 2 (2026): Unizik Journal of Marketing, e-ISSN: 3092 - 8923

Section

Articles

License

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

INFLUENCE OF DIGITAL MARKETING STRATEGIES ON CONSUMER BUYING BEHAVIOR IN THE FEDERAL CAPITAL TERRITORY, ABUJA, NIGERIA. (2026). UNIZIK Journal of Marketing, 3(2), 103-114. https://journals.unizik.edu.ng/ujofm/article/view/8338