Influence of Online Display Advertising on Students’ Patronage of Products in Selected Universities in Enugu State

  • Ijeoma D. Ajaero
  • Uzoma K. Uzodinma
  • Chidiebere A. Nwachukwu
  • Nkiru C. Odikpo
Keywords: online display adverts, pop ups, University students, banner

Abstract

Online advertising is distinct from traditional advertising because it successfully expands the process of advertising far beyond what traditional media are able to do. In the Nigerian marketing landscape, marketers and their clients are becoming aware of opportunities available in online marketing. It is based on this trend that this study sought to investigate the influence of online display adverts on students’ patronage of product, with specific reference to banner and pop up adverts. The study was anchored on the theory of buyer behaviour. Three universities in Enugu state (University of Nigeria, Nsukka; Enugu State University of Science and Technology and Godfrey Okoye University) were purposively selected for the study. A sample size of 380 was gotten using the Australian calculator. The survey research method was adopted with the questionnaire as the instrument for data collection. Findings showed that students are aware of these advert forms. Also, a significant amount of patronage exists because of these advert forms and majority of the respondents had minimal issues with the forms of advertising and companies that use them. Based on these findings, the study recommends among others, that advertisers adopt these advertising strategies seeing that it is effective and efficient.

Published
2020-02-20
How to Cite
Ajaero, I. D., Uzodinma, U. K., Nwachukwu, C. A., & Odikpo, N. C. (2020). Influence of Online Display Advertising on Students’ Patronage of Products in Selected Universities in Enugu State. University of Nigeria Interdisciplinary Journal of Communication Studies , 21(2). Retrieved from https://journal.ijcunn.com/index.php/IJC/article/view/41
Section
Articles