DIGITAL MARKETING AND CUSTOMER TRUST AS PREDICTORS OF CONSUMER BUYING BEHAVIOUR OF SELECTED BANKS IN NIGERIA

Abstract

The study investigated the effect of digital marketing and customer trust as predictors of consumer buying behaviour of selected banks in Zaria metropolis of Kaduna State. Quantitative research was employed using both survey research approach and crosssectional research design. The population of the study is an infinite population with a sample size of 422. Purposive sampling techniques were utilised in order to administer copies of questionnaires to the respondents. Partial Least Square Structural Equation Modelling (PLS-SEM) was utilised to ascertain the hypothesised relationship. The study findings revealed that Email marketing and customer trust have positive significant effect on consumer buying behaviour while social media marketing have positive insignificant effect on consumer buying behaviour. The study recommends that marketing professionals must truly understand social media marketing campaigns and programs and understand how to do it effectively with performance measurement indicators.