CHAPTER ONE
INTRODUCTION
1.1 Background to the Study
Prior to this time, marketing activities were basically conducted traditionally. Marketing contacts were made between the potential consumers and the marketers through word- of –mouth or through any means that involves physical contacts. However, with the dawn of modern marketing philosophy, the traditional modus operandi of conducting marketing activities was gradually de-emphasized (Ebitu, 2002). This is because, given the modern business landscape, there is ever increasing need for consumers to receive, interpret and act upon messages from the market for the purpose of identifying company messages as well as identifying new marketing opportunities (Delozier, 1976).
The need for such business platform is more pronounced due to the advances in technology which has substantially given rise to the inter-connectivity between the marketers and the consumers (Haji, 2014). According to Tiago and Verissimo (2014), human interactions have changed significantly due to engagement on social network; the rapid growth of web platforms has facilitated behavioral changes related to activities, habitats and interactions. This contemporary mode of marketing activities gives insight to the idea of online presence. Online presence refers to online marketing activities that allow organizations to establish corporate webpages and the connections for the purpose of sharing information and communication (Mayfield, 2008). Jantsch (2008) conceived it as organizations use of technology to create or co-create value.
There are various channels of online marketing presence. However, the commonly used mediums are blogging, use of multi-media and social networking. The terms blogging which is a short form of web log, was first introduced in 1999 (Andrew, 2009). Nevertheless, blogs are online journals that contain text, images, data, and other media objects recorded and retrievable through a web browser (Chung, Yu, and Shin, 2014). When effectively established, blogs enable both readers and consumers to track comments on a particular issue or products which promote online interaction and marketing activities. Social media are web-based services which facilitates network relationships and interactions among users (Kempe, 2003). Elsewhere, Henning-Thurau et al (2010) sees social media as an electronic process that allows consumers to deal with business people and meet their purchases’ needs. In the same vein, Kucuk and Krishnamurthy (2009) conceived social networking to entail websites which link millions of users with same interest and views.
Consumers use online marketing presence for different reasons. Most of the consumers want to maintain relationships with relatives or colleagues/friends. When this is the case, it allows consumers to establish as well as maintain interpersonal connectivity between online users. However, online marketing presence, from studies that have been conducted, exert noticeable influence on the buying behaviour of consumers. For example, studies have shown that social media sites provides online forum that gives individual consumers opportunities in commenting personally about a product, as well as access to product information that facilitates their purchase decisions (Kozinets, 2002). Thus, since online marketing presence have been seen to have significant influence on consumer buying behaviours (William & Cothrell, 2000), it is therefore necessary that the effects on online presence needs to be given serious consideration.
Statement of the problem
The effects of online marketing presence on consumer behaviour cannot be overemphasized. When components of online marketing presence are established and properly employed, they offer wide arrays of products experience which stimulates consumers interest to a product, they facilitates a continuity of thought, they provide experiences not easily obtained through other marketing channels and contribute to effective consumers decision-making processes.
Thus, the concept of online marketing presence is rapidly gaining interest among marketing scholars as a veritable tool in enhancing consumer’s decision-making processes. However, much of how studies have shown a growing application of effects of online presence on consumer buying behaviours, they have focused attention on the general effects of online marketing presence on consumer buying behaviours. Hence, there is dearth of studies on the specific effects of variables of online presence on consumers buying behaviours which studies indicate produce a more effective result in enhancing consumer’s decision-making processes. Therefore, given the rapid development in technologies in today’s contemporary business landscape and the ever increasing need to relate with consumers through such medium, this study is an attempt to study the effects of online presence on consumers buying behaviour by considering those three variables of online marketing presence which are blogging, multimedia and social networking.
1.3 Objectives of the Study
The main objective of this study is to examine the online presence and consumer buying behaviour among Akwa Ibom State University students. The specific objectives are to:
To assess the degree of relationship between blogging and consumer buying behaviour;
evaluate the effect of multi-media on consumer buying behaviour; and
To find out the extent of relationship between social networking and consumer buying behaviour.
1.4 Research Questions
The following research questions were raised for this study:
What is the degree of relationship between blogging and consumer buying behaviour?
How does multi-media affect consumer buying behaviour?
What is the extent of relationship between social networking and consumer buying behaviour?
Research Hypotheses
The following null hypotheses (H0) were formulated for this study:
H01: There is no significant relationship between blogging and consumer buying behaviour.
H02: Multi-media have no significant relationship with consumer buying behaviour.
H03: There is no significant relationship between social networking and consumer buying behaviour.
Significance of the Study
The findings of this study would immensely benefit organizations as it would give insight into contemporary approaches in stimulating consumers into purchase. Furthermore, the findings of this study would be beneficial to the students, as the students’ interest and understanding in learning the subject could be enhanced. More so, the findings of this study would contribute immensely on online presence literatures as it would serve as a reference material for students conducting research on similar subject.
1.7 Scope of the Study
This study focused on online presence and consumer behaviour. The study was conducted on Akwa Ibom State University students. The rationale for choosing the school was informed due to student’s steady use of online sources for academic purposes. More so, there are provisions of adequate instructional materials for teachers in this school. This study is focused on Digital/Online marketing
1.8 Limitations of the Study
There were no adequate and current textbooks on the subject under consideration in the student’s library. Hence, the researcher dominantly made use related materials that could be sourced in the internet. Also, as the project was scheduled to be completed within the academic session, the insufficient time left to meet the respondents as well as complete the project was also a constraining factor. Additionally, most of the respondents were not cooperative in releasing the needed information. As a result, the researcher structured the questionnaire so that it will not elicit private information regarding the respondents. More so, the questionnaire was self-administered so as to properly guide the respondents in order to retrieve the needed information.
1.9 Definition of Terms
Blogging:Â This refers to online platform through which displayed products could be seen by the consumers.
Consumer Buying Behaviour: This refers to the decision-making that consumers undergo before making any purchase.
Consumer: This refers to the end-user of a purchased product.
Multi-media:Â This is a term used to refer to the varieties of online marketing activities that that involves sharing of products features that appeals to the consumers.
Social Networking:Â This is a term used to refer to the varieties of online marketing activities that appeal to the consumers.
