IMPACT OF DIGITAL MARKETING ON CONSUMER PURCHASE BEHAVIOR AMONG THE STUDENTS OF BBIT AT RIARA UNIVERSITY

Abstract

The advancement and rapid use and spread of technology has lead to evolvement and a paradigm shift in consumer behaviour which is the reason for our research.The research conducted was aimed at finding out the influence of digital marketing on purchase as a consumer behaviour among the youth in Kenya. The objective of the research was to determine the impact of digital marketing on consumer purchase behaviour. The study was an exploratory one as the research was done by collecting information through academic literature and administering interviews, where the goal was to evaluate and obtain new insights where little research has been done, on Digital marketing and its impact on purchase as a consumer behaviour