Publications

This study examines the relationship between online marketing and the purchasing patterns of Jumia consumersin Calabar. Using 130 Calabar-based Jumia consumers, a sample of 97 was drawn using the Krejcie and MorganTable (1970). Pearson’s product moment correlation was utilized to analyse the collected data. Findings confirm asignificant correlation exists between customers’ trust and purchasing behaviour, and between perceived value andcustomer reviews and the purchasing behaviour of customers. At the end, the recommends for Jumia to frequentlyuse online marketing platforms because it makes their marketing strategies more interactive with customers, andenables them obtain more customer insights, reviews, and feedbacks, thereby making them feel like an integralpart of the brand. More so, it was suggested that Jumia Calabar use social media to share positive testimonials ofconsumers who previously utilised their services, so that prospects and those who are already intending to buy canrelate more.Keywords: Online Marketing; Customer buying behaviour; Customer Trust; Customer Reviews; JumiaCalabar; social media