INVESTIGATING THE IMPACT OF INTERNET ADVERTISING ON A SUCCESS OF A BRAND
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INVESTIGATING THE IMPACT OF INTERNET ADVERTISING ON A SUCCESS OF A BRAND
Abstract
The purpose of this study was to investigate the impact of internet advertising on brand success. The study’s entire population consists of 200 Jumia and Konga staff. The researcher employed questionnaires to collect data.
Descriptive A survey research design was used for this investigation. The survey included 133 respondents who worked as managers, administrative personnel, marketers, and junior staff. The acquired data were displayed in tables and analysed with simple percentages and frequencies.
Chapter one
Introduction
Background of the study.
The Internet is a new communication channel that is significantly altering brand marketing. Online advertising has evolved significantly in the few years since the internet became available for marketing and sales.
It has progressed from the modest, static online banner to completely interactive full-screen advertisements. Brand marketers today have additional online advertising options to increase brand knowledge, comprehension, preference, and loyalty.
Some classic brand marketing strategies, such as sweepstakes and sponsorships, have made their way to the internet. Brand marketers are beginning to take advantage of the medium for branding more, as audio and video may be employed to greater effect.
Online advertising is becoming to behave more like a website in that advertisers are primarily concerned with the branding impact of the user’s interaction with the ad.
In contrast, numerous accounts contend that Internet advertisements are beneficial in increasing sales. Gaffney (2001), Kranliold (1999), and Schlosser et al. (1999) discovered that people trusted the commercial substance of an Internet advertisement more than the ad in general.
Several recent publications have addressed the subject of brand management on the Internet (Riley and Lacroix, 2003). Chan (2001), de Cliematony (2001), and Clauser (2001) all acknowledge the basic rules of branding and the core of the brand, whether offline and online. However, new mediums such as Internet advertising may necessitate changes at the executional level, such as how information is presented (Riley et al., 2003).
Furthermore, the level of control maintained over the brand may require relaxation, for example, immoderate chat found and communities established within the company’s website (de Cliematory, 2001).
According to Ind and Riondiono (2001), a brand’s online presence should be designed with technology and the environment in mind; the website should include the entire brand presentation and reflect the total brand identity.
Brand literature, such as wisdom, demonstrates how active brand communication promotes and strengthens brand loyalty. Despite its potential for establishing and maintaining brand and brand loyalty, Internet marketing has only lately gained traction in corporate marketing (Merisavo and Raulas, 2004; Na and Marshall, 2005; Lace and Jomthan, 2004).
Building a successful major brand, whether for a business or a new product, needs careful preparation and significant expenditure. The new company then spent millions of naira to promote and position its new brand.
According to Drmcan (2002), the basic processes in brand development are listed below. Although these brand-building processes are named sequentially, they frequently overlap, particularly the second, third, and fourth steps, which create awareness, position the brand, and create a brand identity. The steps are:
a) Select a name and symbol to represent the company or product;
b) Create awareness/brand identity of the name and symbol (if used) and what the product is or does;
c) Position the brand to begin differentiating it from competing brands;
d) Create a brand image to help further differentiate the brand and make it easier to recognise and recall; and
e) Create trust in the minds of customers, prospects, and other stakeholders about the brand by maintaining cons. Based on this context, the researcher want to evaluate the impact of internet advertising on the success of the brand.
Statement of the Problem
Nigeria can be regarded a latecomer, given the recent surge in Internet interest. Although the Internet has been commercialised for several years, Nigerians still consider it primarily as a fresh way of communication and pleasure, rather than a tool for commerce. The enterprise attitude is a fundamental barrier to participation in electronic firms (Ng, 2000).
Nigerians are more likely to be “followers” than “pioneers” or “first-movers” when it comes to intellectual property creation (Lee, 2000). Many people are afraid of failure, and some are hesitant to enter the Internet economy since it is unfamiliar (Ng, 2000).
Nigerian businesses must react quickly to the continually changing environment. They must seize chances and take risks in order to transform the Internet landscape for online commerce.
Many Nigerian businesses are hesitant to advertise their products and services online due to previous advertising campaign failures. Thus, the development of internet advertising is still in its early stages in Nigeria.
As a result, it is critical to determine if Internet advertisements are capable of building brands among consumers, as well as what characteristics of Internet advertisements may assist marketers in building brands among consumers.
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