Search Engine Optimization

This study examines the impact of digital marketing on consumer buying behavior of food delivery services among University of Benin students. The study adopted quantitative research design as its methodology. A sample size of 300 students was surveyed using a structured questionnaire, and the collected data were analyzed using descriptive statistics and regression analysis. The findings reveal that social media advertisements (B = 0.242, p = 0.001) and email marketing campaigns (B = 0.295, p = 0.000) significantly influence students’ awareness and adoption of food delivery services. However, mobile marketing strategies (B = 0.023, p = 0.730) and search engine optimization (B = 0.016, p = 0.823) did not have a significant impact on purchase decisions. These results suggest that social media and email marketing are the most effective digital marketing tools for engaging university students in the food delivery sector. Based on these findings, it is recommended that businesses prioritize social media and email marketing strategies by leveraging personalized promotions, influencer collaborations, and visually engaging content to drive consumer engagement. Additionally, food delivery services should refine their mobile marketing approach by offering tailored in-app rewards and optimizing notification relevance to improve responsiveness.