Influence of Digital Advertising on Consumers Buying Behaviour in Delta State (Published)
This paper examines the relationship between digital advertising and consumer purchasing behaviour in Delta State, Nigeria. Backed by the theory of Technological determinism, data from 392 respondents were analyzed in a sample survey using structured questionnaires. Findings show respondents are aware of the nature of digital advertising, such as pop-up advertising; email advertising; social media; search engine optimization (SEO); pay-per-click (PPC) as available channels. Also important is the pattern of consumer buying behaviour, which is largely based on stringent factors. There is also a realization that digital advertising is informative. entertaining and relaxing, but incredibly unnerving. The implication is that digital advertising is ubiquitous in Delta State, but consumers do not trust digital advertising, though it is considered informative. The Social impact is that there is hype about digital advertising invading Delta State, but the process is far from gullible.
Citation: Ivwighren H.E., Igben, H. G.O ; Ogwezi, O.J. (2023) Influence of Digital Advertising on Consumers Buying Behaviour in Delta State, British Journal of Marketing Studies, Vol. 11, Issue 1, pp.,40-58
Keywords: Advertising, Behaviour, Consumer, Digital, Purchasing
Influence of Covid-19 on Advertising Practice in South East, Nigeria (Published)
This study investigated how Coronavirus (COVID-19) pandemic influenced advertising practice in South East, Nigeria. The study adopted survey research design and focus group discussion. A sample size of 287 was drawn from the entire population using the Taro Yamani formula. The study was anchored on the economic recovery theory and AIDA advertising model. Data were collected using structural questionnaire and focus group discussion, and were analyzed with Statistical Package for Social Sciences (SPSS) version 20.0. Findings show that COVID-19 negatively affected advertising practice in South-East Nigeria. It further recommends that advertising practitioners in South-East Nigeria should evolve more local contents approach in the packaging and dissemination of advertising messages in order to stimulate interest in advertising and overturn the negative impact of COVID-19 pandemic on advertising practice zone. Advertising practitioners and agencies in South East Nigeria should also adjust or reduce the cost of advertising to enable companies raise the level of adverting in the post-COVID-19 era.
Agbodo, J A (2022) Influence of Covid-19 on Advertising Practice in South East, Nigeria, British Journal of Marketing Studies, Vol. 10, Issue 5, pp.,11-27
Keywords: Advertising, COVID-19, Influence, South East Nigeria, practice
Advertising and Profitability; Evidence from Selected SMES in Uyo (Published)
Financial constraints, as well as a lack of managerial skills, equipment and technology, regulatory concerns, access to international markets, and unfair competition, are all reasons that impede the development of SMEs. SMEs require advertising strategies to ensure their long-term viability and growth in an ever-changing and competitive business environment. In this study, more attention will be paid to the question and relevance of advertising as a form of promotion to improve profitability. 50 small and medium scale enterprises were selected from Uyo. The survey was carried out in major urban center which is Uyo. This area was chosen because the tempo of economic activities being carried out by SMEs to meet the demands of the consumers is very high. The data used for this study were majorly primary and these were obtained from the field through the use of questionnaire. From the data gotten, Cronbach alpha was then used to test for the validity, consistency as well as the reliability of the data-set. All the constructs or items had Cronbach’s Alpha above the minimum acceptable reliability coefficient between 0.5 to 0.9 and therefore exhibits good internal consistency. Following the results, it is observed that the effect of advertising on profitability of the selected SMEs in Uyo metropolis is positive and significant. From the findings of this study, we conclude that advertising can significantly improve profitability of SMEs in AkwaIbom State.
Citation: Aniebiet Etuk, and Emmanuel O. Emenyi (2022) Advertising and Profitability; Evidence from Selected SMES in Uyo, British Journal of Marketing Studies, Vol. 10, Issue 2, pp.1-12
Keywords: Advertising, Nigeria, Profitability, SMEs, Uyo
Do Firm Vary the Frequency of Advertising in an Offline and Online Environment? An analytical approach (Published)
There have been countless developments in the field of communication and information. Marketers have been quick to capitalise on these advancements. In this regard, the interactive advertising has slowly been gaining prominence globally, and many companies now have online presence enabling them to gain recognition not only locally but also globally. This study has been an attempt at analysing the variations in the frequency of both the online and the offline medium of advertising, through the analysis of the companies’ reports of two brands- Camden food co and The Pasty Shop. It was discovered that the common perception that exists is that online web-sites are expensive to maintain after initial implementation. The method of advertising is chiefly dependent on the marketing policy of a firm, which is actually a product of the nature of the firm itself. Hence, since both Camden Food Co and The Pasty Shop cater to people who are commuting and have a bite on the go, the key advertising strategy has been to invest in and maintain offline advertising.
Keywords: Advertising, Camden Food, Firms, Pasty Shop, offline, online
Factors Influencing Voice Message Service Acceptance among Mobile Phone Users in Nigeria (Published)
The aim of this study is to empirically establish a framework of consumers’ attitude and intention towards mobile advertising in Nigeria with particular focus on Voice Message Service (VMS). This study became necessary given that context specific studies conducted in the area of voice message service based mobile advertising since the advent of Global System for Mobile Communication (GSM) in Nigeria are lacking. The study replicated and extended a Chinese-based research model to a different context, namely Nigeria. We adapted constructs from the IDT, TAM, TRA, and by extension the TPB to under-pin the study’s conceptual framework. The unit of analysis comprised active mobile phone users in Nigeria. Two-stage multiple regression analysis was used in the modeling. The result from a convenience sample of 2,509 respondents in six geopolitical zones of Nigeria show that the three key factors affecting consumers’ attitude towards voice message service based mobile advertisements are compatibility, trialability and image. On the other hand, the study also revealed that the behavioral intentions of mobile phone users in Nigeria towards voice message service are as a result of attitude and perceived behavioral control. Interestingly, the voice message service based mobile advertising acceptance model was posited by the study. Overall, the study concludes that service providers and advertisers in Nigeria may need to revise their business models in line with these findings to reach out to their teeming VMS based mobile advertising consumers. A key recommendation is that the regulator in the telecom industry in Nigeria should mandate service providers to profile mobile phone users that subscribed to their network to be able to send them targeted VMS ads.
Keywords: Advertising, Compatibility, Message, Trialability, Voice, image
Marketing and Advertising Ethical Stance toward Customers (Published)
Marketing ethics is a well-established area of marketing research. Following the marketing ethics is important and a key factor for a firm to survive and succeed. Research has shown that it is critical to focus on the accuracy of promotional messages provided to the customers. Giving the customer inaccurate information is known as misleading advertisements. This action is unethical due to leading the customer to buy a product which the customer thinks like what has been sawed in the Ad. Unfortunately, unethical advertisements are not directed just towered adult, however, children involved too. Moreover, many studies state that there is a growing number of marketers who are attracting the customers to buy unneeded products by using psychological and emotional appeals. I believe these appeals are the driving force would excite quick responses from the customers. This study aims to identify marketing ethics by reviewing past studies and discover some unethical practices in marketing.
Keywords: Advertising, Appeals., Customers, Deceptive Advertisements, Ethics, Marketing
Marketing Strategy and Innovation at Michelin (Published)
The great management guru, Peter F. Drucker, once made a very profound observation that, “Because the purpose of business is to create customers, a business enterprise has two and only two basic functions – marketing and innovation. Marketing and innovation produce results; all the rest are costs” (Drucker, 1995). In this paper, we focus on the marketing strategies and innovation strengths at the France based company, Michelin. The company simply produces tires made of rubber, but still has a multi-billion dollar empire and is a leader in the tire industry, and continues to generate new plans for advancing its business. Indeed, Michelin has one of the most recognizable logo in the world (see above). We delve into the history of Michelin, its association with French culture, and seek to deduce what are the factors resulting in its marketing and innovation models that contribute to its huge success over the last 125+ years. The central scope of the paper is to understand the marketing strategy of Michelin in the global marketplace, and, at the same time, to analyze how Michelin has been successful in being able to innovate and maintain a stronghold in this sector in terms of market share. With respect to innovation, we note key disruptions that Michelin has been producing in its research labs and with respect to its marketing. We dig deeply into the strategic-branding approach at Michelin and analyze topics such as brand positioning, brand image and equity, advertising, market segmentation, and targeting, all in the aforementioned global setting.
Keywords: Advertising, Brand Image, Innovation, Marketing, Michelin, Strategy
THE INFLUENCE OF BRAND IMAGE AND PROMOTIONAL MIX ON CONSUMER BUYING DECISION- A STUDY OF BEVERAGE CONSUMERS IN LAGOS STATE, NIGERIA (Published)
The objective of the study was to evaluate the influence of brand image and promotional mix on consumer buying decision. Descriptive survey research design was adopted as the study guide. Judgemental and purposive sampling techniques were used in which four hundred (400) copies of the research instrument were administered to beverage consumers in Lagos State, Nigeria, out of which three hundred and eighty four (384) copies of the questionnaire were filled and returned. Pearson Product Moment correlation was used to analyse the data generated from the respondents. The findings revealed that brand image, advertising, sales promotion and personal selling have significant influence on consumer buying decision at .01 level (2-tailed). The study concluded that the way a product is promoted coupled with the brand integrity of such product encourages consumers to purchase it and make repeat purchase of it, and as well enhances the referral of such product to other prospects. The study therefore recommended to the organizations, especially those that engage in the marketing of the fast-moving consumer goods, to focus on distinct promotional mix, as the study empirically proved that perception of brand image is capable of influencing consumer buying decision on sustainable basis. It is also recommended that each marketing company should adopt a combination of promotional mix that can bring about distinct outcomes in terms of turnover, improved market share, customer retention, profitability, and productivity among others.
Keywords: Advertising, Brand Image, Consumer Buying Decision, Personal Selling, Sales Promotion.
INTERTEMPORAL EFFECTS OF ONLINE ADVERTISING CHANNELS ON CUSTOMERS (Published)
Advertisement is an attractive means of achieving organizational goals, such as increasing sale, revenues or profits. Previous researchers unanimously agree regarding the effectiveness of advertisement; however, there is a difference of opinion among scholars as to which channels and online sources of advertisement are the most productive. This study investigates additional information about advertising effects that may help business organizations and policy institutions. This study attempts to answer two important questions: 1) Is the long-term effect different from the short-term effect of online advertising? 2) Do the different channels of advertisement have synonymous effects on their corresponding targeted clients? The study uses daily base data on a book-selling company over the course of one year (365 daily observations). The study uses a number of time-series tests to investigate the stationarity of the data. The study then subsequently uses the Pearson correlation test and generalized least-square technique to estimate the short-term, long-term, and carryover effects of various channels of online advertising. The study shows that coupon loyalty advertising is more effective with respect to cumulative effects such as long- and short-term effects. The findings reveal that there is a difference between short- and long-term effects; however, both effects have the same signs and thus follow the same direction. The study also reveals that there is difference between the effects of various advertising channels on the volume of sales and as well as between their carryover effects. System engine marketing has the longest effect (6.7 days), followed by BA and CLA.
Keywords: Advertising, Customers, E- Marketing, Intertemporal Effect
Intertemporal Effects of Online Advertising Channels on Customers (Review Completed - Accepted)
Advertisement is an attractive means of achieving organizational goals, such as increasing sale, revenues or profits. Previous researchers unanimously agree regarding the effectiveness of advertisement; however, there is a difference of opinion among scholars as to which channels and online sources of advertisement are the most productive. This study investigates additional information about advertising effects that may help business organizations and policy institutions. This study attempts to answer two important questions: 1) Is the long-term effect different from the short-term effect of online advertising? 2) Do the different channels of advertisement have synonymous effects on their corresponding targeted clients? The study uses daily base data on a book-selling company over the course of one year (365 daily observations). The study uses a number of time-series tests to investigate the stationarity of the data. The study then subsequently uses the Pearson correlation test and generalized least-square technique to estimate the short-term, long-term, and carryover effects of various channels of online advertising. The study shows that coupon loyalty advertising is more effective with respect to cumulative effects such as long- and short-term effects. The findings reveal that there is a difference between short- and long-term effects; however, both effects have the same signs and thus follow the same direction. The study also reveals that there is difference between the effects of various advertising channels on the volume of sales and as well as between their carryover effects. System engine marketing has the longest effect (6.7 days), followed by BA and CLA
Keywords: Advertising, Customers, E- Marketing, Intertemporal Effect