Browsing by Author "Samuel Katumba"

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    Exploring the Impact of Digital Marketing on Consumer Purchase Behaviour Among the Students of Uganda Christian University Mukono
    (Uganda Christian University, 2024-06-14) Samuel Katumba
    Description of the problem, objective and type of study The rapid adoption and widespread use of technology have triggered evolution and a fundamental change in consumer behaviour, motivating our research. The research conducted was aimed at finding out the influence of digital marketing on purchase as a consumer behaviour among the youth in Uganda. The objective of the research was to determine the impact of digital marketing on consumer purchase behaviour. The study was an exploratory one as the research was done by collecting information through academic literature and administering interviews, where the goal was to evaluate and obtain new insights where little research has been done, on Digital marketing and its impact on purchase as a consumer behaviour.