E-marketing and Purchase Decision of Students at University of Nairobi, Kisumu Campus, Kenya

Abstract

Advancements in technology such as the advent of the internet have led to changes in consumer behaviour and as a consequence, organisations need to be aware of the significant influence of e-marketing on the consumer decision making process. E-marketing involves the application of digital technologies such as social media marketing, email marketing, online advertising, and different types of display advertising that lead to the acquisition and retention of customers. This study aimed to examine the influence of e-marketing on the purchase decision of students at the University of Nairobi, Kisumu Campus. Through a cross-sectional descriptive survey, data was obtained from 215 respondents using a structured questionnaire and analysed using descriptive and inferential statistics. The study found that online adverting, email marketing, and social media marketing all had statistically significant positive influence on product purchase. Of the three e-marketing channels, email marketing was found to be the most significant predictor of purchase decision. The study concluded that e-marketing positively contributes to product purchase and is, therefore, a viable tool for promoting product purchases and that businesses need to put greater focus on email marketing towards influencing buyer behaviour. The study supported both the consumer decision model and the theory of reasoned action and recommends that businesses should engage in e-marketing as a way of shaping consumer attitudes and consequently consumer purchase decisions. The study recommends that marketers should especially invest in email marketing, as a means of encouraging sales and that policy makers in charge of marketing should employ individuals who have the knowledge to apply e-marketing. Future studies need to be conducted to include other marketing channels and other aspects of consumer purchase decision. In addition, future studies on the subject should involve students from other universities and campuses within Kenya.