Abstract

This study aimed to evaluate the impact of internet marketing on the choice of smartphones in Enugu metropolis. The study aimed to achieve the following objectives: Ascertain the extent to which social media marketing impacts customers’ choice of smartphone in Enugu metropolis. Determine the extent to which e-mail marketing impacts customers’ choice of smartphone in Enugu metropolis. Ascertain the extent to which online advertising impacts customers’ choice of Smartphone in Enugu metropolis. Three hypotheses were formulated in line with the objectives. The research design employed was descriptive survey research. The data used for the study was obtained from the primary source of data collection through the use of questionnaire which was distributed to the 399 respondents for data collection. The hypotheses were tested using logistic regression. The findings of the study indicate that Social media marketing has a significant impact on customer’s choice of smartphone. E-mail marketing has a significant impact on customers’ choice of smartphones in Enugu metropolis. Online advertising has a significant impact on customers’ choice of smartphone in Enugu metropolis. Therefore, the study recommended that smartphone marketers should adopt some measures to ensure the effective utilization of social media as a strategic marketing tool in their daily operations. Smartphone marketers should intensify efforts to create awareness of brands and their features as this will increase the volume of sales made through Internet marketing.