British Journal of Marketing Studies (BJMS)

EA Journals


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

Perception Analysis and Consumer Behaviour on Purchasing Shell Helix Lubricate Oil Product by Pt. Tira Wira Usaha (Published)

At present most companies not only produce products and sell them,  but switch to consumers to meet their needs and wants. Environmental factors, technological developments and corporate competition will affect the value and consumer satisfaction towards the products offered. Marketing is a social and managerial process whereby individuals and groups get their needs and wants by creating, offering and exchanging something of value to each other. Products are things that can be offered to the market to be noticed, obtained, used or consumed that can meet the wants or needs of consumers.Consumer’s age of Shell Helix lubricants varies in meaning that can be used by all ages and the most user of Shell Helix lubricants are aged 26 – 30 years. Consumer perceptions towards product attributes on consumer behaviour towards Shell Helix lubricant oil purchasing turns out  to have a  significant effect.

Keywords: Consumer Behaviour, Perception, Product, Purchasing, Respondent

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