MODERATING EFFECT OF DIGITAL SKILLS ON THE RELATIONSHIP BETWEEN DIGITAL MARKETING AND CONSUMER BUYING BEHAVIOR AMONG SOME SELECTED SHOPPING MALLS IN KANO STATE
Ibrahim Bala Muhammad , Magajiya Tanko, PhD and Kolawole Wilson Ayo
Volume 10 Issue 1
Abstract
Due to the advancement of technology, marketers finds it difficult to predict the behaviors of their customers, this force them to transform their marketing activities into digital system. Moreover, in the context of literature there are many contradictory findings between digital marketing and consumer buying behavior. Therefore, the study recommends the inclusion of new variable to test the relationship between digital marketing and consumer buying behavior. Base on that, this study will introduce digital skills to moderate the relationship between digital marketing and consumer buying behavior among selected shopping malls in Kano state. Keywords: Digital, Skills, Marketing, Consumer Behaviour, Shopping Malls
Download Paper