Authors : Onyinye Chinaelo Nwadike; Arinze E. Anaege

Volume/Issue : Volume 8 - 2023, Issue 8 - August

Google Scholar : https://bit.ly/3TmGbDi

Scribd : https://tinyurl.com/44vsywem

DOI : https://doi.org/10.5281/zenodo.8276441

Abstract : This study explored the impact of digital marketing strategies on the future of e-commerce. To collect data for this study, a questionnaire was designed using the Likert scales or multiple-choice options to assess respondents' perceptions, attitudes, and behaviours. The sample selected for this study comprises 68 customers drawn from 5 declutter groups on the Instagram social media platform. Questionnaires were distributed with the help of administrators of the online groups. Hence, 56 valid questionnaires were collected. The collected data were analysed using Regression analysis. It was found that digital marketing strategies significantly influence consumer behaviours in the e-commerce context. Also, the adoption of innovative and emerging digital marketing strategies positively impacts the future growth and competitiveness of e-commerce businesses. The study recommended the need for businesses to invest in social media marketing, prioritise SEO optimisation and stay abreast with trends and updates in e-commerce.

Keywords : Digital Marketing; E-Commerce; SEO Optimisation; Social Media.