Browsing by Author "Doreen Aijuka"

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    The impact of E-marketing on consumer decision-making: a case study of Kampala District
    (Uganda Christian University, 2026-06-24) Doreen Aijuka
    The proliferation of digital technologies has fundamentally reshaped marketing practices, positioning e-marketing as a central driver of consumer decision-making processes. This study examines the impact of e-marketing on consumer behavior, with particular emphasis on how digital channels influence the stages of need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. E-marketing tools such as social media platforms, Search Engine Optimization (SEO), email marketing, and online advertising have enhanced firms’ ability to reach and engage consumers in real time (Chaffey & Ellis-Chadwick, 2019). Drawing on established consumer behavior theories, including the Consumer Decision-Making Process, the study explores how factors such as online reviews, electronic word-of-mouth (e- WOM), personalization, and website usability significantly influence consumer perceptions and purchase intentions (Kotler & Keller, 2016; Hennig-Thurau et al., 2004). The findings indicate that e-marketing increases information accessibility and convenience, thereby reducing search costs and enhancing decision efficiency. However, challenges such as information overload, privacy concerns, and issues of trust and credibility may negatively affect consumer confidence in digital platforms (Tiago & Veríssimo, 2014). The study adopts a conceptual and analytical approach, synthesizing existing literature to assess the extent to which e-marketing strategies shape consumer decision outcomes.