Investigating the Role of Online Marketing on ZCAS University Students’ Buying Behaviour

Abstract

The aim of study was to explore the impact of online marketing on the buying behaviour of ZCAS University students. The study was cross-sectional, collecting data from a sample of 60 ZCAS University students at a single point in time. Data was collected through a survey questionnaire, pilot tested, and refined. The data was analyzed using Google Forms and spreadsheets, with Chi square tests and mean and standard deviation used to examine relationships among variables and extract relevant conclusions. The study concludes that there is a high level of online marketing reach among ZCAS University students and most of them spend most of their time online on social media. Further, consumers perceive social media as the most influential online channel in convincing them to make a purchase decision. The study also finds that there are high exposure levels to online marketing and the consumer attitudes towards it are positive. Notably, there exists no significant relationship between buying behaviour and (1) time spent on the channels, (2) attitude towards online media and (3) the level of exposure to the online marketing channels. The study recommends marketers should tailor marketing to specific audiences, effectively utilizing social media platforms, exploring cross-platform integration, implementing data-driven targeting, and continuously monitoring and adapting strategies. With 95% of respondents recognizing the widespread awareness of online marketing, marketers should focus on maximizing the reach of their campaigns across various platforms. They should also consider the influence of social media on purchase decisions, leveraging influence partnerships, and utilizing targeted marketing tools. Additionally, marketers should leverage analytics tools to track user engagement and segment audiences.