Abstract

This study examines the relationship between online marketing and the purchasing patterns of Jumia consumers
in Calabar. Using 130 Calabar-based Jumia consumers, a sample of 97 was drawn using the Krejcie and Morgan
Table (1970). Pearson’s product moment correlation was utilized to analyse the collected data. Findings confirm a
significant correlation exists between customers’ trust and purchasing behaviour, and between perceived value and
customer reviews and the purchasing behaviour of customers. At the end, the recommends for Jumia to frequently
use online marketing platforms because it makes their marketing strategies more interactive with customers, and
enables them obtain more customer insights, reviews, and feedbacks, thereby making them feel like an integral
part of the brand. More so, it was suggested that Jumia Calabar use social media to share positive testimonials of
consumers who previously utilised their services, so that prospects and those who are already intending to buy can
relate more.
Keywords: Online Marketing; Customer buying behaviour; Customer Trust; Customer Reviews; Jumia
Calabar; social media