EFFECT OF INTERNET MARKETING ON SALES OF CONSUMERS PRODUCT. (A STUDY OF PROCTER AND GAMBLE NIGERIA LIMITED, RING ROAD, IBADAN OYO STATE)
Abstract
ABSTRACT
This study examines the impact of internet marketing strategies affiliate, email, and influencer marketing on the sales performance of Procter & Gamble Nigeria Limited. With the rise of digital marketing, companies increasingly leverage online channels to enhance brand awareness and customer engagement. This research focuses on how these strategies influence consumer purchasing behavior, loyalty, and sales outcomes. Using a survey methodology, data was collected from 301 respondents, analyzed through chi-square tests to assess the significance of each marketing strategy. Results reveal that affiliate marketing significantly boosts brand awareness and customer purchase decisions, while email marketing positively influences customer retention and sales. Influencer marketing also demonstrates a strong impact on consumer satisfaction and purchasing behavior. These findings affirm that a comprehensive internet marketing strategy is crucial for sustaining competitive advantage in the digital age. The study recommends that Procter & Gamble enhance their affiliate, email, and influencer marketing efforts to foster brand loyalty and expand market reach.
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