Authors:
Mohammed Saleh, Zara Bukar Mustapha, Bitrus Kolo Ndirmbitah

Addresses:
Department of Accounting, Borno State University, Maiduguri, Borno State, Nigeria. m.saleh2004@yahoo.com, zahurabubakar@gmail.com, birus414@gmail.com

Abstract:

This study examines how digital marketing affects conservative social media users' shopping choices. A 2023 Google questionnaire collected data on ease of use, convenience, consumer intention, security concerns, and uncertainty. Structural Equation Modeling (SEM) was used to evaluate the data. Digital platforms and e-commerce have transcended time, location, and geography, attracting varied social groupings. Our studies show that online purchasing saves time, money, and some entertainment. Online purchasing can become addictive, producing financial losses and social disturbance. Digital shopping addiction shows the emotional dependence on internet shopping. This study found that digital marketers should prioritize platform usability and convenience. Simplifying navigation, giving detailed product information, and guaranteeing a smooth checkout experience can boost user satisfaction and repeat purchases. Marketers can encourage safe shopping to prevent shopping addiction. This can be done by setting spending restrictions, reminding users about purchase frequency, and providing instructional content about the consequences of excessive online purchasing. Digital marketing should be showcased to managers, stakeholders, staff, and interested parties by the marketing regulation framework. Increase digital marketing efficacy while minimizing negative effects on conservative digital consumers.

Keywords: Digital Marketing; Conservative Online Buyers; Digital Promotion; Post-Sale Services; E-Commerce and Low-Cost; Online Shopping Addiction; Composite Reliability.

Received on: 07/10/2023, Revised on: 05/12/2023, Accepted on: 02/01/2024, Published on: 01/03/2024

DOI: 10.69888/FTSTPL.2024.000228

FMDB Transactions on Sustainable Technoprise Letters, 2024 Vol. 2 No. 1, Pages: 31-41

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