Browsing by Author "Ann MATTHEW"

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    Digital Marketing and Consumer Purchase Intention Among Generation Z In University of Port Harcourt, Rivers State
    (Lead City University, Ibadan, 2024-12) Ann MATTHEW
    Organisations tend to position their products and services based on their generations, that is, based on people born within the same span of years who share similar experience. Generation Z also known as Gen Z forms the largest age cohort and their buying power is considered to be influential. Despite their characteristics, captivating them is somewhat challenging due to their inclination to express themselves through their shopping behavior and choices. This study aim to examine the relationship between digital marketing and consumer purchase intention among Gen Z in University of Port Harcourt, Rivers State with focus on Jumia NIgeria. The study employed a explanatory design targeting students University of Port Harcourt, Rivers State , with sample sizes of 339 determined using Taro Yamane formula. Data were collected using a structured questionnaire and analyzed with regression to test hypotheses. The findings indicated that social media marketing has a positive and statistical significant influence on consumer purchase intention (t = 3.323, p = 0.001), video marketing has a negative and significant influence on consumer purchase intention (t = 5.074, p = 0.000), email marketing has a no significant influence on consumer purchase intention (t = 0.089, p = 0.391). Furthermore, digital marketing has a significant influence on consumer purchase intention (t = 8.808, p = 0.000). It is therefore recommended that Jumia should continue to develop high-quality, visually appealing, and relevant content that resonates with the Gen Z. They use of data analytics to identify student preferences and create personalized advertisements that cater to their specific needs. Keywords: Consumer Purchase Intention, Digital Marketing, Email Marketing, Social Media Marketing, Video Marketing WordCount: 250