Assessing the effects of digital marketing on consumer’s behaviour regarding the consumption of olive oil in Northern Greece

Abstract

This paper explored the effect of digital marketing on consumer behavior toward the purchase of olive oil. This was achieved through data derived from 120 Greek participants and inferential statistics such as logistic regression, Mann-Whitney U test, and chi-square test of independence were implemented. Results suggested there were statistically significant differences between the groups that purchase olive oil online and the groups that have a high frequency of online olive oil ads seen, consumers who have been helped on purchases due to online ads, consumers who spend more time on social media, consumers who trust online reviews and advertisements, and consumers who make more conscious purchases due to the promotion of organic products. According to the demographic characteristics, the consumers who purchased online olive oil more belonged I younger age groups, possessed higher education, belonged to higher income brackets, spent more time on social media and devices in general, and used olive oil more frequently than others. Therefore, it is recommended that retailers/companies selling olive oil online could effectively target such groups mentioned. Consequently, future research should be used in higher sampling, and a more accurate population representation.