CHAPTER ONE: INTRODUCTION
1.1 Background to the Study
With the recent emergence of Nigeria as the second largest economy in Africa, the need for customer convenient marketing and service delivery in the banking sector has become more imperative. Studies have shown that Nigeria has the second largest financial services sector in Sub-Saharan Africa, after South Africa and it is fast growing and expanding internationally (Lidija & Elena, 2015). Electronic banking (e-banking) has changed the face of commercial banking in recent times by bridging geographical, industrial and regulatory gaps as well as creating innovative products and services and more market opportunities for both banks and customers (Neethu, Divya & Ambily, 2017). Therefore, banks have employed internet marketing to exploit such opportunities and provide services to their customers at their finger tips.
The rapid technological diffusion makes the internet the best way to provide customers with banking services regardless of the limits of time and geography. And that's what makes banks consider the internet as an important part of their strategic plans. Internet technology has changed the design and the way of delivering the financial services and as a result the banking industry has made continuous innovations - especially in the field of communications and information technology - that ultimately led to the emergence of the idea of what is known as the "online banking". Banking services through the internet is a way to keep the existing customers and attract others to the bank (Bello & Ibrahim, 2015).
Customer patronage refers to the loyalty and support that customers give to a business. It is an important aspect of business success because repeat customers can help to sustain a business and drive growth. Building customer patronage can be achieved through various methods, including providing quality products or services, excellent customer service, and building a strong bank identity. One way to build customer patronage is through references. References are recommendations from satisfied customers that can help to attract new customers to a business. When customers are happy with a product or service, they are more likely to share their positive experiences with others, and these recommendations can be a powerful tool in attracting new customers (Kim, 2021).
In today’s busy and critical time running period, people want updated information instantly, with the help of just one click on the site. They are floating product and services for marketing purpose on their web pages, that help consumer to find out about their products or their services or their company’s information (Samreen & Maria, 2017). We create a base or a foundation by explaining or defining how e-marketing work. And also how to identify and distinguish it and its components as well. It’s a very crucial task for companies or marketing and advertising sectors to build up a website that will define company’s products, services and other factors that is link with marketing. Planning and building a web is a crucial and the difficult strategy. For building up a web designing it needs to first build up online web, writing an online articles regarding product or services, established a social media page, and online newspaper or press release and also e-mails, newsletters etc. It helps you to connect with your audience online through search engine, paid and un-paid online advertising channels, social media networking etc. We know that nowadays how powerful social media is now becoming for e-marketing purpose. Social media like Facebook, Twitter, Linked inn, YouTube, Blogger etc. that keep your customers update with product information and details. E-marketing help banks to wide up the information throughout the globe. Now web designing of companies become way too necessary (Ross, 2016).
1.2 Statement of the Problem
Online marketing, coupled with the increased adoption of electronic banking has changed the way consumers and banks interact with each other. It has become a cornerstone of the marketing strategy for banking firms.  (Priyam, 2021)
Regardless of all the efforts done by players in the banking industry in Nigeria to promote value through digital media, the extent to which electronic media is affecting consumer behavior in the banking sector has limited research. The effect of electronic marketing becomes more emergent given the rampant negative online posts that are posted almost on a daily basis. These messages have a great impact of influencing other consumers either positively and negatively. Amongst the unresolved issues in electronic marketing in the banking industry in Nigeria, is the problem of how to turn “likes” into purchases. (Priyam, 2021)
As a result, this research work seeks to examine how electronic marketing affects the consumer buying behaviours in the banking industry in Nigeria.
1.3 Research Questions
The research questions are as follows:
1.Does social media marketing influence consumers attitude towards banking services?
2.Does blog marketing influence the consumers lifestyle towards their choice of banking services?
3.Does email marketing incline consumers towards making purchase decision?
4.Does advertising via search engine incite consumers to make buying decisions?

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