Marketing and Consumer Psychology in Digital Age: The Perspective of Digital Natives (DN) and Digital Immigrants (DI).

Mojibola Bamidele-Sadiq, Oluwasegun Popoola


Marketing is essential to a company's success and growth since it aids in the achievement of established goals and objectives. The study looked at the impact of marketing and its psychological impact on consumers in Nigeria's leading companies in the digital age. Employees and employers at Nigeria's leading enterprises, as well as digital natives and digital immigrants, were the target population. Online marketing, direct marketing, and advertising were the marketing methods employed to influence consumer behavior in the selected top firms in Nigeria. Using the convenient sampling strategy, 250 questionnaires were sent out, and only 200 were properly filled and returned, yielding a sample of 200 people. The research technique was based on a qualitative and quantitative analysis and used a case study research design. The quantitative analysis was based on the Levene's test of equal variance and the student t-test, while the descriptive analysis was based on graphical presentations of the research. According to the findings, marketing has a very high and significant influence on consumer psychology in the selected top firms in Nigeria, with 34 of the digital natives and 79 of the digital immigrants of the total response attesting to this. Similarly, using the Levene's test and the student t-test, it was discovered that the marketing tools used in this study, which included online marketing, direct marketing, and advertising, had a significant impact on the psychology of digital natives and digital immigrants toward their consumption patterns. This is consistent with the probability values, which were all lower than the 0.05 threshold for statistical significance. In this study, digital natives gave more preference to online marketing over other marketing techniques, but digital immigrants gave higher preference to direct marketing. Using the Levene's test and the student t-test, the highest value of the mean of the digital natives in online marketing and the digital immigrants in direct marketing revealed this. Overall, the study concludes that marketing is a critical component of a company's success. As a result, it is advised that organizations should not abandon efforts to ensure effective marketing strategies for Nigeria's various consumers (digital natives and digital immigrants) in order to maximize profit, revenue, among other goals of a firm.

Keywords: Consumer Psychology, Digital Age

DOI: 10.7176/EJBM/14-7-03

Publication date: April 30th 2022


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