Impact of digital marketing strategies on consumer behaviour

Abstract

With the rise of a new generation of consumers, equipped with different experiences and beliefs, the marketing strategies implemented by various firms have greatly evolved to address this new audience. From the ages of discounts and sales to strong brand creation and emotional connections with consumers, firms have gotten creative and gained improvements in marketing and entrepreneurship. The marketing strategies that are currently under widespread implementation are the use of influencers, social media Marketing and Relationship marketing. This study tries to show the real impact of the three strategies to the consumer satisfaction and behaviour. To achieve this, the study employs a descriptive research design and a simple random sampling technique to gather a population sample of consumers from various regions in Nairobi, Kenya. Data is collected from the sample using a structured questionnaire shared with the respondents in the space of one month. For the analysis, Python and Stata are used and Excel is used to create charts and tables for presentation and comparison. This study is of importance as it offers advice to current digital marketers and the implementors of marketing strategies in the government and corporate fields on the significance of social media Marketing and Relationship marketing on consumer purchasing behaviour. It also offers significance as reference to future researchers and scholars.