EFFECT OF ELECTRONIC- MARKETING ON CUSTOMERS’ BUYING BEHAVIOUR IN MOBILE TELECOMMUNICATION NETWORK (MTN), ABUJA.

Abstract

Electronic marketing strategies could impact on company performances negatively or positively based on the existing trend in the company The main objective of this study is therefore to investigate the effect of e-marketing on the customers’ behavior in MTN Abuja. The study investigates how electronic marketing proxied with: mobile phone e-marketing, social media e- marketing, website e- marketing and e-mail marketing affects customers behavior proxied with customer’s patronage, customer’s commitment, customer’s loyalty and customer’s satisfaction MTN Abuja. The study adopts a survey research method where primary data were collected from the respondents with the use of questionnaire administered to the members of staff of MTN Abuja. with a population of 223. The population was adopted because the sample size was not too large. Out of the 223 copies of questionnaires that were administered, 211 (representing 94.7 % response rate) were retrieved and used for analysis. Ordinary Least Square was used to test the formulated hypotheses in line with the objectives of the study and the result revealed that there is significant positive relationship between E-marketing proxied with: mobile phone e-marketing, social media e- marketing, website e- marketing and e-mail marketing and customers’ buying behavior proxied with customer’s patronage, customer’s commitment, customer’s loyalty and customer’s satisfaction in MTN Abuja. The study concluded that: mobile phone e-marketing, social media e- marketing, website e- marketing and e-mail marketing impact positively on customers’ buying behavior proxied with customer’s patronage, customer’s commitment, customer’s loyalty and customer’s satisfaction MTN Abuja. It was recommended that the management should continue and improve on application of policies that improve on the provision and use marketing platforms equipment. Also, the government and management should pay attention to subsidy on marketing platforms equipment and training and development on e-marketing.