DIGITAL MARKETING RISK PERCEPTION OF INSTAGRAM FASHION VENDORS AND CONSUMER DECISION MAKING IN ETI-OSA, LGA LAGOS STATE:

This study investigates the influence Risk perception on digital marketing effectiveness in relation to its impact on the decision making of customers of fashion vendors on the social media platform instagram. The study utilized respondents from Lagos, Eti-Osa LGA specifically due to the diversity of the region to contain a population that would be more conversant with the purchase of fashion items from instagram utilizing the Engel-Kollat-Blackwell theory which is a process and decision theory used to highlight how the consumer decides what to do. The study adopted a descriptive survey research design with a sample size of 400 using Slovin’s formula. A multi stage sampling technique was utilized to ultimately select 15 streets for the distribution of the questionnaire. The findings of this study aims to offer valuable insights into the marketing field and enlightening the owners of fashion vendor accounts in the necessary steps needed to boost sales and improve consumer trust. The study recommends that the fashion vendors obtain verification badges as that helps to alleviate fear and breed consumer trust. Also it is recommended for the fashion vendors to be adequately informed and updated on new scams to avoid falling victim to them.