Digital Marketing Practices and Consumer Behaviour Towards Brand (a Study of Taste Palace Hotel, Bida, Niger State)

ABSTRACT
This research is on Digital Marketing practices and consumer behavior towards brand among the staff of Taste Palace Hotel, Bida, Niger state. Digital marketing has become integral in bridging the gap between information technologies and marketing to help organization reach their target customers and enhance overall performance. However Taste palace Hotel, particularly in Bida, Niger state, have yet to fully embrace and leverage digital marketing strategies. This study investigates the impact of digital marketing elements like social media marketing, E-mail marketing, online advertising and Consumer behavior element like buying behavior, brand awareness, variety seekers. The study gathered primary data from 55 staff, using structured questionnaires, revealing a positive and significant relationship between digital marketing practices and consumer behaviour towards brand. The findings suggest that, Consumer’s responded positively to digital promotions, such as discounts and special packages offered through digital channels. To expand consumer reach, it is recommended that Taste Palace Hotel increase its budget for paid digital advertising, Improving the functionality of the hotel's website is crucial for ensuring a smooth customer journey.
Keyword: Digital Marketing, Consumer Behavior, Online Advertising, Social Media Marketing, Brand Awareness, Buying Behaviour and brand.