SAMPLE MASTERS THESIS

A Masters Dissertation submitted to the Department of Business Administration
University of Ghana, Legon | April 2024 | APA 7th Edition

Abstract

This study examines the relationship between digital marketing strategies and consumer purchasing behaviour in selected retail outlets in Accra, Ghana. Using a mixed-methods approach, the research surveyed 250 consumers and conducted 12 in-depth interviews with retail managers to understand how social media advertising, email campaigns, and mobile marketing influence buying decisions.

Findings reveal a statistically significant positive correlation (r = 0.72, p < 0.001) between digital marketing investment and consumer engagement, with social media advertising having the strongest influence on brand awareness and purchase intent. The study recommends that Ghanaian retailers develop integrated digital marketing strategies that leverage mobile platforms, given Ghana's high smartphone penetration rate of 62%.

Keywords: digital marketing, consumer behaviour, retail, Ghana, social media, mobile marketing, purchasing intent