THE EFFECT OF ONLINE ADVERTISING ON CONSUMER BUYING BEHAVIOR
CHAPTER ONE
1.1 INTRODUCTION
The significance of online advertising has increased due to the quick development of information technology. The internet is, by far, the information technology innovation that has garnered the greatest attention from the media. Also, due to its accessibility to a multitude of information, the internet is quickly becoming the most significant source. Also, customers who shop online may alter or adapt how they look for information to benefit from some features of the internet (Peterson and Merino, 2003) The marketers are up against a lot of competition in order to remember what the customers are looking for due to the internet’s growing age, the rising trend of people using it, and the rising trend of people using it for and hot to target them. Consumer purchasing patterns are influenced by four factors: psychological, social, personal, and cultural. Although the cultural component has been examined individually in some research, for the most part, the social aspects are what cultural elements fall under. The psychological aspects of this study will be taken into consideration, with the consumers’ attitudes and beliefs receiving the majority of attention. In the United States, online advertising rose to popularity in the early 20th century. Online advertising is still expanding and attracting the interest of both established and emerging direct marketers. Several of the same functions that physical stores do, including product presentation, special offers, client order processing, and credit card processing, are also available in online retailers. The only further step is to calculate the shipping cost and complete the shipping.
Consumers first exclusively turned to the internet for information. They would seek for alternatives and conduct internet product searches, but they were cautious to make a purchase. Yet as time went on and people became more conscious, they started to shop online. At first, only expensive goods were bought online. Now that people are more informed, they shop online. At first, only expensive goods were bought online. such as laptops, cameras, etc. But nowadays, consumers in the wealthier nations frequently purchase their food online. People in Nigeria are just starting to show an interest in online advertising. Due to the growing tendency of online frauds and the inability to fully trust websites as a result of this trend, individuals are somewhat hesitant to make purchases online. The results of numerous studies conducted in the past show that the average guy sees over 40,000 commercials each year, which is a lot. Several businesses, including Procter & Gamble and AT&T, spend more to $4 billion yearly on advertising. A one-way, impersonal mass communication about a good or service that is funded by the marketer is the official definition of advertising. Public relations, sales promotion, personal selling, and advertising are all crucial portions of a marketing plan’s promotional mix. Everywhere and all day long, advertising reaches consumers. The amount companies spend on advertising is amazing. Advertising also plays an important role in developing sales and market share. In general, most companies need to spend an enormous amount of money on advertising to maintain their market share and to keep their company and its products on top of their consumers minds, they need to use advertisements as reminders, if not the competitors will be able to steal some of their market share and sales. Traditionally companies that are either smaller or new in market share have to spend a larger amount on advertising that their big competitors. The reason behind this is called advertising response function. As a promotional strategy, advertising serve as a major tool in creating product awareness in the mind of potential consumer to take the eventual purchase decision. Advertsing, sales promotion and public relations are mass communication tools available to the marketers. Advertising through all medium influence audiences, but the internet at this moment is becoming one of the strongest medium of advertising due to its mass reach, it can influence not only the individuals attitude, but his behavior, lifestyle, exposure and in the long run even the culture of the country (Latif and Abideen 2011). Consumers are the final end users of the products; they keep the production cycle moving. Consumers do play a vital role in the economic system of any nation, thus any nation will face crises if the consumers don’t have the effective demand for goods produced.
According to Cohen (1988), advertising is a business activity that employs creative techniques to design persuasive communication in mass media that promotes ideas, goods and services in a manner consistent with the achievement of the advertiser’s objective, the delivery of consumer satisfaction and the development of social and economic welfare. (Cohen, 1988). According to Cohen’s definition, advertising achieves three goals: it boosts business sales, ensures that customers will receive a wide range of services, and, ultimately, promotes the social and economic well-being of society. Hence, advertising has a motivating effect on customers’ purchasing decisions. Depending on their task and choice, consumers have varying demands. Consumers’ purchasing decisions are influenced by their awareness of a good.
1.2 Problems of Study
Internet advertising, which has recently been used by all businesses due to its accessibility and wider coverage than traditional media, appears to be the most recent method for advertisements given the advancing age of the internet and the growing trend of people using it for shopping and searching.
Now the debate is whether online advertising is more successful than traditional media.
Do individuals purchase goods as a result of internet advertising?
Do additional elements affect consumers’ perceptions of advertisements?
1.3 Research Objectives
These are some of the goals of this work:
(I) Measuring the frequency of kids being exposed to online advertising
(ii) To determine whether online advertising affects consumers’ purchasing decisions.
(iii) To ascertain the elements influencing Federal Polytechnic Bida students’ perceptions of online advertising.
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