The impact of digital marketing on consumer purchase behaviour: A case study of Fan Milk PLC

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The global nature of communication, as we know it, has evolved over the years. As such, many companies in recent times have resulted in using digital marketing to reach their customers. Social media marketing is an element of digital marketing and has become one of the most used elements in recent times, and as such, its impact must be determined. This research focused on Fan Milk PLC and sought to examine how the digital marketing campaign embarked on by Fan Milk PLC has impacted its actual sales figures, profitability, and business growth. Using the Balanced Social Media Scorecard, this study employed a mixed-method approach using semi-structured interviews, observations, and online surveys and the data was analysed thematically under three main themes; awareness, engagement, and purchase behaviour. The thematic analysis showed that the various engagement activities employed for the campaign included online promotions, challenges, posters, and videos and the best integration of communication mediums for ultimate interaction for Fan Milk PLC’s campaign are Instagram and Twitter. Additionally, a quantitative analysis of the hypothesis was conducted using the Pearson Correlation Test to measure the correlation between digital marketing activities and improved sales figures. The result obtained revealed a low negative correlation of -0.349 between digital marketing activities and sales figure. The result also revealed that there was no statistically significant correlation between the two variables (p-value of 0.565).
Undergraduate thesis submitted to the Department of Business Administration, Ashesi University, in partial fulfillment of Bachelor of Science degree in Business Administration, May 2021
digital marketing, social media scorecard