DIGITAL MARKETING STRATEGIES AND CONSUMER BEHAVIOR IN KANO STATE. THE MEDIATING EFFECT OF CONSUMER TRUST.

Abstract

This study investigates the impact of digital marketing strategies on consumer behavior in Kano State, with consumer trust as a mediating factor. Guided by the Technology Acceptance Model, Trust-Based Consumer Decision-Making Theory, and Integrated Marketing Communications Theory, the research focused on three key strategies: social media marketing, email marketing, and influencer marketing. A cross-sectional design was adopted, and data from 392 active internet users were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The findings show that consumer trust does not significantly mediate the relationship between social media marketing and consumer behavior, indicating that entertainment and peer interactions largely drive responses on social platforms. In contrast, trust significantly mediates the effects of email and influencer marketing, highlighting the importance of credibility, personalization, and authenticity in shaping consumer decisions. The study concludes that while social media influences behavior directly, trust is critical for email and influencer-based strategies. Businesses in Kano State are advised to adopt transparent and value-driven email campaigns, partner with culturally aligned influencers, and enhance interactive social media engagement. The research contributes to localized digital marketing knowledge and offers practical guidance for SMEs and policymakers.