INTERACTIVE MARKETING AND CONSUMER BUYING BEHAVIOR OF ONLINE JUMIA PRODUCTS IN AKWA IBOM STATE, NIGERIA

Abstract

ABSTRACT: In the digital business environment, concerns about trust, information credibility, and userexperience continue to affect purchase decisions, creating challenges for consumer buying behavior despite theproliferation of online platforms. This study investigated the influence of social media marketing, websiteinteractivity, and online customer reviews on consumer buying behavior. A survey research design wasemployed, with a sample size of 300 online shoppers selected using stratified and simple random samplingtechniques. Primary data were collected through a structured questionnaire administered to the respondents.Data were analyzed using descriptive statistics and hypotheses were tested using simple linear regression model.The simple linear regression analysis results revealed that social media marketing has a significant positiveeffect on consumer buying behavior with (R² = 0.520, F = 150.32, β = 0.312, p < 0.05), website interactivityhas a significant positive effect on consumer buying behavior with (R² = 0.440, F = 112.85, β = 0.285, p <0.05), online customer reviews and feedback have a significant positive effect and exhibit the highestexplanatory power among the variables examine (R² = 0.590, F = 195.76, β = 0.401, p < 0.05). It was concludedthat interactive marketing plays a crucial role in shaping consumer behavior with online customer reviews beingthe most influential factor. It was recommended that Jumia e-commerce platforms should prioritize onlinecustomer review systems, intensify social media engagement and optimize website interactivity to enhance trustand improve purchase decisions.