International records / OpenAlex research

Influence of Digital Marketing Strategies on the Online Purchase Behaviour of Young Adults in Awka South L.G.A, Nigeria

Digital marketing has become an indispensable tool for influencing consumer purchasing decisions, particularly among young adults who increasingly rely on digital platforms when searching for products and making online purchases. Despite the growing adoption of digital marketing strategies by businesses, empirical evidence on the relative effectiveness of specific strategies in emerging markets such as Nigeria remains limited. This study examined the influence of digital marketing strategies on the online purchase behaviour of young adults in Awka South L.G.A, Nigeria. Specifically, the study …