ABSTRACT
This study, anchored on the tenets of the technological determinism and technology acceptance model theories, investigated users in Edo State perception of the effectiveness of digital marketing strategies in branding Jumia online store. This study was important due to the fact that businesses, especially online brands now uses different digital marketing strategies to brand themselves online for many reasons, and as a result there is need to know the effectiveness these digital marketing strategies and its impact on their brand. Therefore, it becomes imperative to empirically ascertain the extent of how effective these different marketing strategies are on online brands, specifically Jumia online store based on how people perceived them. Using a Multiple Case study research design, which used both quantitative survey deisgn and qualitative interview approach to adequately and concretely measured user's perception of the effectiveness of digital marketing strategies in branding Jumia online store. The survey deisgn, a 7 - item questionnaire was used to collect data from 7 respondents purposively selected. The sample represented and reflected all onsite buyers of Jumia products in Edo State. Data obtained were presented and analysed with the aid of frequency Tables, simple perception and mean scores. Also, the Interview design, was employed to collect bulk of information from Jumia's brand manager. This helped to solidify the response to research questions, as detailed and accurate account of information was provided by the company, which helped to better and accurately measure the attitude of consumers towards the company's digital marketing strategies. Qualitative data was presented and analysed with the aid of thematic content anlaysis approach, using the three scientific primary steps of identifying relevant concepts, codes, or themes, interpretation of these identified concepts or themes through the contexts of the collected bulk of data, and assessing the consistency and relevance of each themes for the purpose of providing reliable answers to research questions. The study found out that users have a good perception of the different digital marketing strategies that are used by Jumia online store and that they are very effective in acheiving Jumia brand objectives, which includes enhancing their brand image, attracting new online prospects or buyers, and others. Therefore the study concluded that users perceive Jumia digital marketing strategies positively, which has influenced them to buy and continuously patronize the brand. It was recommended that business, especially online brands, should ensure that they are transparent and credible enough with whatever digital marketing strategies that are using to promote their brand online, as trust is one major obstacles that make most digital marketing strategies ineffective and unprofitable.
