Authors :
Kasim Sule; Wilfred Oritsesan Olley; Daniel Ewomazino Akpor
Volume/Issue :
Volume 8 - 2023, Issue 4 - April
Google Scholar :
https://bit.ly/3TmGbDi
Scribd :
https://bit.ly/3WcnVOw
DOI :
https://doi.org/10.5281/zenodo.8282624
Abstract :
This paper investigates consumers’
assessment of digital advertising platforms and their
effects on buying behaviour. The researcher embarked
on this study to achieve two objectives. Based on the
objectives, two hypotheses were formulated and tested
using chi-square. The survey method was adopted for
this study. This study was anchored on the diffusion of
innovation. Findings emanating from this study revealed
that digital advertising affects consumer buying
behaviour. It was also revealed that digital advertising
information affects consumers’ buying behaviour
because it provides consumers with valuable information
about products and services, increases brand awareness,
and uses retargeting to remind consumers of their
interests. This study concludes that digital advertising
platforms have a significant impact on consumer
behavior, and their effectiveness depends on how well
they can cater to the needs of their target audience. It is
recommended that digital advertising platforms should
focus on improving their targeting capabilities to deliver
more relevant advertising to consumers
Keywords :
Digital, Consumer, Behavior, Advertising, Platforms.
This paper investigates consumers’
assessment of digital advertising platforms and their
effects on buying behaviour. The researcher embarked
on this study to achieve two objectives. Based on the
objectives, two hypotheses were formulated and tested
using chi-square. The survey method was adopted for
this study. This study was anchored on the diffusion of
innovation. Findings emanating from this study revealed
that digital advertising affects consumer buying
behaviour. It was also revealed that digital advertising
information affects consumers’ buying behaviour
because it provides consumers with valuable information
about products and services, increases brand awareness,
and uses retargeting to remind consumers of their
interests. This study concludes that digital advertising
platforms have a significant impact on consumer
behavior, and their effectiveness depends on how well
they can cater to the needs of their target audience. It is
recommended that digital advertising platforms should
focus on improving their targeting capabilities to deliver
more relevant advertising to consumers
Keywords :
Digital, Consumer, Behavior, Advertising, Platforms.
