DIGITAL MARKETING AND ITS IMPACT ON PURCHASE BEHAVIOR AMONG THE YOUTH

Abstract

In this day and age, the advancement and rapid use and spread of technology has led to an evolution and a paradigm shift in consumer behaviour which is the reason for our research. This research will aim at understanding the influence of digital marketing on consumer purchase behaviour among the youth in Kenya. The objective of the research will be to determine the impact of digital marketing on consumer purchase behaviour. The study established a positive relationship between cost efficiency on consumer purchase behaviour. Evidently the analysis shows that consumers can spend more time going through it and evaluating non price attribute information . The study recognized a constructive relationship between information satisfaction on consumer purchase behaviour. Manifestly the scrutiny shows that information satisfaction varies from the overall satisfaction which refers to the consumer's overall evaluation of an organization based on all encounters and experience with that specific organization. Information that is provided by the online store needs to support the customer service and product. This information needs to be helpful and relevant in predicting the quality and utility of a product or service. In order to satisfy consumer’s informational needs, such information needs to be up-to-date when offering products and services, it should also be sufficient in order to help the consumer when making a choice, consistent in representation and formatting the content and also make it easier to understand . The study recognized a constructive relationship between that consumer trust on consumer purchase behaviour. Noticeably the analysis shows that consumer trust attaches the customer to the company and it may also entail employees of a company. The esteemed trust of every last one between the consumer and company brings about a fruitful relationship eventually giving rise to long-term gain to the company. Consumer trust has an important post on e-business as e-market confidentiality and e-market security are crucial parts to establish trust. Sales effectiveness in the end increases the trust of the consumer. The study established an optimistic relationship between online shopping experience on consumer purchase behaviour. Evidently, results of the study prove that to attain consumer purchase behaviour competitive advantage through implementation of digital marketing a business should have the ability to identify the difference of its position from that of its competitors..