EFFECTIVENESS OF DIGITAL ADVERTISING IN CREATING BRAND LOYALTY AMONG RESIDENTS OF JOS METROPOLIS
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EFFECTIVENESS OF DIGITAL ADVERTISING IN CREATING BRAND LOYALTY AMONG RESIDENTS OF JOS METROPOLIS
Abstract
The purpose of this study was to determine the impact of internet advertising in establishing brand loyalty among Jos city residents. Three goals were established:
to determine the impact of digital marketing on increasing customer loyalty in Jos metropolis, to determine the cost of building customer loyalty online in Jos metropolis, and to investigate the challenges of using digital advertising to create brand loyalty in Jos metropolis.
The study’s entire population consists of 75 Jos metropolitan residents. The researcher employed questionnaires to collect data. The descriptive survey research design was used for this investigation. The acquired data was organised into tables and analysed using simple percentages and frequencies.
Chapter One: Study Objectives and Research Questions
The study’s aims are:
To determine the influence of digital marketing in building customer loyalty in Jos metropolis.
To determine the cost of developing client loyalty online in Jos metropolis.
The research topic aims to identify problems in using digital advertising to build brand loyalty in Jos metropolitan.
The following research questions were formulated:
How does digital marketing affect client loyalty in Jos metropolis?
What is the cost of increasing client loyalty online in Jos Metropolis?
What are the challenges of using digital advertising to build brand loyalty in Jos metropolis?
Chapter Two: Literature Review
As the approach and procedure of advanced stages in the marketing segment evolve throughout time, many concepts on digital marketing emerge. According to (Times, 2015), digital marketing refers to the advertising of items or services using computerised technologies to reach the target customer or consumer.
It also includes delivering marketing services via cell phones, display advertising, and any other digital channel used to promote a business. Neha (2014) argued that digital marketing is the stage that uses the Internet and information technology to expand and change marketing functions.
Chapter 3: Method of Data Analysis
The data analysis approach will address how the relevant data acquired from primary sources is correctly processed and presented for meaningful analysis. The approach for analysing obtained data will be less manual and more computer-aided.
The computer-aided package known as the statistical package for social sciences (SPSS) will be used to analyse data in the form of frequency tables to know the efficiency of digital advertising in establishing brand loyalty.
Chi-Square: This statistical test determines whether there is a significant discrepancy between the observed and anticipated theoretical frequencies acquired from a distribution.
Chapter Four: Data Presentation, Analysis, and Discussion.
This chapter discusses the analysis and presentation of data gathered from the field via questionnaire. The examination of data with a specific inquiry is immediately followed by a presentation of the findings.
As stated in Chapter 3, 75 questionnaires were distributed, 50 were retrieved, and the appropriate analysis was performed on them, which is reported as follows:
Questionnaire Distributed
Questionnaire number and percentage served (%).Questionnaire retrieved.Percentage retrieved
50 100 50 100
Source: Field Survey, 2022.
Chapter 5: Conclusion and Summary.
This study attempts to determine the effectiveness of digital advertising in promoting customer loyalty by analysing several parameters obtained from literature reviews and questionnaire responses.
The study revealed that four factors together can explain about of the variation. There may be other components, and future scholars can conduct additional research to find those parts.
Furthermore, there is an opportunity for both culturally varied and cross-national research on this topic to see whether these components have a major impact on digital marketing and client loyalty.
Internet marketing indications have a substantial impact on client loyalty, as do customer relationship and satisfaction characteristics. Internet marketing shown with customer relationship characteristics and fulfilment satisfaction can influence consumer loyalty via current brand awareness.
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