Influence of digital marketing platforms on customer purchasing behaviours in Moshi municipality

Abstract

The study investigated the relationship between the adoption of digital marketing platforms and their influence on customer purchasing behaviours in Moshi Municipality. The primary motivation behind digital marketing adoption is to engage customers, promoting their purchasing behaviours by tailoring experiences to individual preferences. The main objective centred on analysing the impact of digital marketing on customer purchasing behaviour, based on the digital platforms used by firms. Specifically, the study sought to investigate the digital marketing platforms adopted by firms, examine the factors influencing customers' purchasing behaviours in response to these platforms, and probe initiatives for effective digital marketing adoption. A descriptive research design with a cross-sectional time horizon was employed, facilitating the efficient collection of both qualitative and quantitative data. Using surveys and interviews, data were gathered from a sample of 400 respondents in Moshi Municipality. The data underwent thematic analysis for qualitative insights and employed descriptive statistics and multiple regression analysis for quantitative results. Findings indicated that Businesses in Moshi Municipality leverage a diverse array of digital marketing platforms. Younger demographers predominantly engage in these platforms, indicating a trend towards a digitally literate audience. Key determinants such as internal competency building, strategy revision, personalised content, and responsiveness were identified as pivotal in shaping purchasing behaviours. This study concluded that the choice of digital marketing platforms is social media, specifically Instagram and Facebook and influenced by the target demographic, with younger audiences being predominant. Personalization, engagement, and strategic revisions are paramount. The study underscores the necessity for companies to prioritise continuous employee training, ensuring they remain abreast of digital trends. It is recommended that firms should emphasise continuous employee training, periodic strategy reviews, and harness data analytics for personalised marketing campaigns. Responsiveness to customer feedback is crucial, fostering an environment of trust. The potential of user generated content should be leveraged for organic endorsements. Future research is suggested to focus on predicting upcoming digital marketing trends, measuring the effectiveness of recommended strategies, and drawing comparisons between regions or countries for a broader perspective.