British Journal of Marketing Studies (BJMS)

EA Journals

Digital Marketing

Digital Marketing and Consumer Buying Behaviour in Nile University of Nigeria, Abuja (Published)

This research examines the impact of digital marketing on consumer buying behavior in Nile University. A survey design was adopted. Population of this study comprise of students and staff of Nile University. This study used online instrument for collecting data so as to achieve the intended goals. Questionnaires were sent out using Convenience sampling Technique via Online Google form through e-mails, WhatsApp and Facebook. A total of 120 responses were collected. The Data collected for this study was analyzed quantitatively using descriptive statistical (SPSS Version 23). The findings show that students and staff in Nile University are in the know of digital marketing and have bought products through various digital channels. The overall results indicate that social media has a more significant impact on consumer buying behavior than other digital channels in Nile University of Nigeria. It is recommended that businesses in Abuja should enhance their social media, websites and e-mail marketing strategies, as it will help expand their customer base and increase the patronage of their products and services, customer relationship management, and profitability.


Keywords: Digital Marketing, Social media, email marketing and consumer buying behavior., websites

Effects of Digital Marketing and Service Quality Towards Business Performance That Is Mediated by Competitiveness (Published)

The research aimed to analyze effects of digital marketing and service quality towards business performance with competitiveness as a mediating variable. The research sample involved 114 people of meatball-culinary micro entrepreneurs in Malang City, East Java Province, Indonesia. The sampling technique applied purposive sampling. Research data analysis was done with some steps including frequency distribution, validity and reliability tests, path analysis method with SPSS software and for mediation test with sobel test. The research results showed:  first, that digital marketing had significant effect on business performance with the mediation of competitiveness and the partial mediation model. Second, service quality had a significant effect on business performance with the mediation of competitiveness and the full mediation model. Results of the Sobel test proved that competitiveness was the right mediating variable for digital marketing and service quality influenced business performance. The research results practically contributed ideas to meatball-culinary micro-entrepreneurs in implementing digital marketing, service quality, competitiveness and business performance.


Keywords: Business Performance, Competitiveness, Digital Marketing, Service Quality

Digital Marketing and Performance of Banks in Port Harcourt (Published)

The study examined digital marketing and performance of selected banks in Port Harcourt. A descriptive survey research design was used for the study.  The study adopted structure questionnaire instrument for data collection with a judgmental sampling method targeted on three money deposit banks which include, First Bank Plc, Access Bank Plc and First City Monument Banks in Port Harcourt.  The sample size was 30 and 10 respondents were selected from the three banks and the unit of analysis are customers, managers, internal control managers and general managers. Data collected were analyzed with Pearson product moment correlation (PPMC) and simple regression analysis statistical tools at 0.05 percent level of significance. The result showed that there is a significant relationship between content marketing, social media marketing, etc. and customer patronage of selected banks in Port Harcourt. The study recommended among others that customer care service unit should create a friendly relationship with their customers.

Keywords: Banks’, Digital Marketing, Performance, Port Harcourt

Digital Marketing Services Enhance Business Performance Goals by Promoting Products and Services to Consumers: A Digital Approach (Published)

The study focus on determining the effect of Digital Essentials tools for promoting products and services to enhance business performance. The digital marketing SMART objectives benchmarked against the existing competitors to ensure effectiveness for achieving the organizational goals. Digital marketing mix utilises marketing techniques, lead generation, social media and website optimization. Digital essentials include targeting and cost effectiveness to promote the product to the needy people at the proper time. Facebook page and QR codes have more influence on the consumer’s behavior as a marketing tool. Content plays very important role for website in attracting potential customers in near future and Flow content is very useful for acquisition and amplification. There are many issues related to online purchase, but the most important concerns of the buyers/customers are: cancellation and refund. Therefore, an organization takes special interest in sorting out such issues. In conclusion the digital essential tools effect business p and promote products and services.

Keywords: Consumers, Digital Marketing, Products, services and business.

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