EFFECT OF DIGITAL MARKETING ON CONSUMER BEHAVIOR OF STUDENTS IN NILE UNIVERSITY OF NIGERIA

This study examines the ef ect of digital marketing on consumer behavior of students in Nile University of Nigeria’. The study adopts social media marketing, online marketing, and mobile marketing as proxies for digital marketing, while consumer perception serves as the proxy for consumer behavior. A quantitative research methodology was adopted. The Taro Yamane formula was used to determine a sample size of 242 respondents. A stratified sampling technique was employed to select undergraduate and postgraduate students of Nile University, using a structured survey. Out of the 242 questionnaires distributed, 143 were completed and returned. The collected data were analyzed using SPSS software, applying descriptive statistics, hypothesis testing, and multiple linear regression analysis to determine the relationships between the independent and dependent variables. The findings indicate that all three digital marketing strategies have a statistically significant and positive impact on consumer perceptions among Nile University Students on organizations product and services on digital platforms. Mobile marketing emerged as the most influential, followed by social media and online marketing. These results highlight the growing importance of digital tools in shaping consumer attitudes and decisions about organizations product and service. The study recommends strengthening mobile campaigns, enhancing interactive social media content, and improving online platforms to boost Nile University students and other students’ engagement and enrolment.