IMPACT OF INTERNET ADVERTISING ON CONSUMERS’ PURCHASE DECISION
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IMPACT OF INTERNET ADVERTISING ON CONSUMERS’ PURCHASE DECISION
Chapter one
INTRODUCTION
1.1 Background for the Study
Advertising has existed for several decades. It is one type of promotional mix whose ultimate goal is to enlighten, convince, and promote ideas in order to sell goods and services (Akinkugbe 2006; Kotler, 2009).
Advertising has evolved over time to become a dominant form of commercial communication, and as such, it employs a variety of mass media to convey sales messages to a huge number of people.
Traditional advertising mediums include television, radio, magazines, and newspapers (Belch & Belch, 1998). However, as information technology has advanced
the Internet has emerged as another intriguing advertising medium that advertisers and markets utilise to transmit messages to consumers (Ashraf and Mohammed, 2012).
Internet advertising (also known as online advertising) refers to the distribution of advertising messages and marketing communications via websites. It can be supplied via a variety of electronic platforms, such as mobile phones, iPods, desktop computers, and laptops.
As a marketing communication tool (Esiri, Kolade, Oloyede, and Ogungbamigbe, 2014), internet advertising comes in a variety of formats, including search advertising, banner ads, and rich media ads.
Regardless of the medium, providing advertising information to internet visitors has two primary goals: (a) to create new or strengthen current brands, and (b) to encourage sales.
As a result, the performance (or efficacy) of internet advertising has typically been assessed by the number of clicks generated by the advertisements, or the ratio of the number of clicks to the number of impressions.
Furthermore, many advertising experts believe that simply exposing online users to advertising messages can help improve brand awareness (Flores, 2000) and increase buy intentions (Hollis, 2005).
However, different factors may influence the rate of clicks attracted by online advertisements, and it is the responsibility of this study to investigate these elements in the Nigerian context, as well as to determine how they influence customer buying attitude and decision-making.
1.2 Statement of the Problem
Internet advertising is the delivery of advertising messages and marketing communications via websites. It has demonstrated consistent revenue growth since its inception in the mid-1990s. Internet advertising comes in a variety of ways, from “traditional” banners to today’s rich media adverts.
Because of its widespread success, internet advertising is now a significant marketing channel for a wide range of businesses, from news agencies to car manufacturers and retailers, and it is gradually gaining attention in terms of communications strategy, planning, and implementation.
However, due to its youth in the Nigerian media business, there is a lack of knowledge and empirical study on the elements that influence the success of internet advertising in Nigeria.
As a result, when firms make judgements about their internet marketing strategy based on insufficient knowledge, they risk missing out on marketing opportunities, losing customers, declining earnings, and hurting their reputation.
To that purpose, this study attempts to add to the body of practical knowledge about the aspects that may influence the performance of online advertising campaigns by using the KJMIA internet marketing company as a case study.
1.3 Goals and Objectives of the Study
The primary goal of this study is to analyse the impact of online advertising on consumer purchasing decisions. However, it has been set to:
i. Investigate the impact of background characteristics of online users on internet advertising success.
ii. Determine the impact of online product advertisements on internet users.
iii. Evaluate the impact of online advertisements on customer purchasing decisions for products.
iii. Investigate the influence of an online source or media on customers’ purchasing decisions for advertised products.
v. Determine the impact of demographics, advertisements, websites, and product attributes on consumer purchasing decisions.
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