Effect of E-Marketing Channels and Buying Behaviour of Globacom Nigeria Customers

ABSTRACT
The digital revolution has significantly transformed marketing strategies, especially within the Nigerian telecommunications sector. This study investigates the influence of e-marketing channels specifically Social Media Marketing (SMM), Email Marketing, Search Engine Marketing (SEM), and Mobile Marketing (SMS & App Notifications) on consumer buying behaviour, using Globacom Nigeria in Ilorin South, Kwara State as a case study. The research addresses how these digital tools affect customer purchase decisions, loyalty, engagement, and subscription rates. Guided by the Consumer Decision-Making Theory, the study employed a structured questionnaire administered to 384 respondents, selected through convenience sampling. Data were analyzed using descriptive statistics and chi-square tests via SPSS. Findings reveal that social media and mobile marketing significantly influence consumer decisions and subscription behaviours, while email and search engine marketing demonstrate varying levels of effectiveness. The study highlights the growing importance of personalized, timely, and interactive digital strategies in driving customer engagement and brand loyalty in a competitive telecom environment. Recommendations are made for enhancing targeted e-marketing campaigns to better align with consumer preferences and improve marketing outcomes. This research contributes to both academic and industry understanding of digital marketing effectiveness in emerging markets