Digital Marketing and Reported Consumer Purchasing Behaviour at MTN Rwanda
Obed Byimana and Gitahi NjengaMount Kenya UniversityEmail: obedy068@gmail.com Abstract: Digital marketing can generate favourable engagement without demonstrating equivalent purchasing responses. This study examined the associations of social media, email and content marketing with reported consumer purchasing behaviour at MTN Rwanda in Kigali. The Stimulus Organism Response framework and Theory of Planned Behaviour guided interpretation. A…