EFFECT OF DIGITAL ADVERTISING ON CONSUMER BUYING BEHAVIOUR IN OWERRI METROPOLIS
Udoh, Christopher Mathias
Department of Purchasing and Supply,
Federal Polytechnic, Nekede,Owerri, Imo State, Nigeria
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Abstract
Digital advertising play an important role in effecting consumer preferences, build a positive consumer attitude and influence consumer buying behaviour about the products/services offered in advertisements. The level of development in digital advertising has had a dramatic change on the conduct of business in this era of globalization. Businesses today embrace the use of digital advertising without paying adequate attention to salient issues concerning the digital advertising factors and information that can affect consumer buying behaviour. Thus, this study was designed to: (i) examine the effect of digital advertising platforms on consumer buying behaviour in Owerri metropolis; (ii) determine the effect of digital advertising information on consumer buying behaviour in Owerri metropolis. The study employed survey design. The population of the study comprised of customers in Owerri who make online shopping. It has an estimated population of about 1,401,873 as of 2016. Using Taro Yamane’s formula, a sample size of 399 respondents was selected for the study. Simple random sampling technique was used to select the respondents. Data were collected through structured questionnaire. Correlation and regression analysis were employed for the analysis at 0.05% significant level. The findings of the study showed that there was a statistically significant correlation with r = 0.973 at significant level of 0.001. The second hypothesis showed that digital advertising information has a significant effect on consumer buying behaviour with r = 0.887 at the significant level of 0.000. The study concluded that the online update information, digital message coding, social media platform information and buyers’ patronage information affect consumer buying behaviour. The study commended that management of the organisations and other businesses must develop a strategy that would fully embrace digital advertising as a promotional mix in the marketing of their products to the digital populace.

Keywords: Digital Advertising, consumer buying behaviour, digital platform, digital information

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