• BAH EBRIMA
• UBUR JAMES PAUL

Businesses are spending more on online marketing than ever before all over the world. Understanding the consumer behavioral factors that influence online- marketing effectiveness is crucial. While some researchers have addressed this issue, few studies draw their conclusion focusing on the customers’ angle. More also is the fact that study of the developing countries in this regards have been lesser than expected. The work seeks to validate empirically, while analyzing African firm engaging in internet marketing, the impact of the same on consumers’ purchase behavior. We seek to understand to what extent the functionality of the infrastructure of the internet and the internet security issues impact consumers’ decision to eventually purchase. The survey research used a structured questionnaire to elicit data from selected customers from few African countries. The data was collected using simple Google form.The findings show that online marketing has impacted consumer purchase decisions in African market. There is a significant relationship between consumer purchase decisions and infrastructure of the internet in Africa. There also exists relationship between internet security and consumer purchase behavior. These simply imply that one variable influences the other

ONLINE MARKETING (AFRICA POINT OF VIEW)

"ONLINE MARKETING (AFRICA POINT OF VIEW)", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 4, page no.28-39, April-2019, Available :http://www.jetir.org/papers/JETIRBH06004.pdf

"ONLINE MARKETING (AFRICA POINT OF VIEW)", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 4, page no. pp28-39, April-2019, Available at : http://www.jetir.org/papers/JETIRBH06004.pdf