Effect of Digital Marketing Strategies on Consumer Buying Behaviour: A Study of Small and Medium Enterprises in Nsukka Urban

The rapid proliferation of digital platforms has fundamentally altered how small and medium enterprises (SMEs) engage with consumers, making digital marketing a strategic imperative rather than an optional tool. This study investigates the effect of digital marketing strategies on consumer buying behaviour among SMEs operating in Nsukka Urban, Enugu State. The study is theoretically anchored on the Technology Acceptance Model (TAM), which explains how perceived usefulness and ease of use influence individuals' behavioural intentions towards technology-enabled processes. A descriptive survey research design was employed. The population comprised 214 registered SME operators and their regular customers in Nsukka Urban. Through purposive and systematic random sampling, a sample size of 139 respondents was selected. A well-structured, pilot-tested questionnaire served as the primary data collection instrument. Data were analysed using descriptive statistics and ordinary least squares regression. Results indicate that social media marketing, search engine optimisation, and email marketing positively and significantly influence purchase intention and repeat buying behaviour among consumers in the study area. The findings also reveal that content quality and digital platform accessibility moderate the strength of the relationship between digital strategy deployment and actual consumer purchase decisions. It is concluded that SMEs that invest strategically in multi-channel digital marketing gain measurable competitive advantages in local and regional consumer markets. The study recommends that SME operators in Nsukka prioritise training in digital literacy and allocate dedicated budgets towards social media advertising and content creation to maximise reach and conversion rates.

Keywords: Digital marketing, consumer buying behaviour, SMEs, Technology Acceptance Model, Nsukka