Effect of Digital Marketing on Customer Experience of Online Shopping Among Student of Ekiti State University

This study investigated the effect of digital marketing on customer experience of online shopping among students of Ekiti State University, Ado-Ekiti. The specific objectives are to examine the influence of social media marketing on the online shopping behavior of students at Ekiti State University, Ado-Ekiti; assess the impact of email marketing on customer experience among students in online shopping and analyze the effect of mobile marketing on the customer experience and overall shopping experience of students at Ekiti State University. The population of this study comprises of students of Ekiti State University which is 26,718 comprises of the nine faculties in the University. 394 questionnaires were distributed based on the census sampling techniques. The descriptive research design was adopted in this study to present and analyze demographic data of respondents in frequency tables. Standard deviation and mean was also employed to ascertain the measure of central tendency and inferential statistics, namely multiple regression was used to test the hypothesis to answer the research questions and to achieve the objective of the study. The results of the analysis was found to be significant with R = 0.778 showing that social media marketing influences customers’ online experience. R-square showed that social media marketing caused 0.606 variance in customer experience. In other words, an estimated 61% of customers’ online experience is accounted for by social media marketing (Facebook, YouTube and Instagram) when all other variables are held constant. The statistical significance of the multiple regression (F= 169.010, p= 0.000) shows that the model was significant as p < 0.05. The result means that we reject the null hypothesis and accept the alternate hypothesis. It was concluded that customer experience and mobile marketing has a significant positive correlation, customer satisfaction and email marketing has a significant positive correlation, customer satisfaction and social media marketing has a significant positive correlation.