The Influence of Digital Advertising on Consumer Buying Behavior in Wukari LGA, Taraba State
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
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- NGN 5000
Chapter One: Introduction
1.1 Background of the Study
Digital advertising has revolutionized the way businesses connect with consumers, particularly in rural areas like Wukari LGA, Taraba State. With the rise of internet usage and mobile technology, digital advertising—through websites, search engines, social media, and email—has become an essential tool for influencing consumer buying behavior. According to a study by Ibrahim and Alhassan (2024), digital advertising offers businesses a targeted approach to reach specific audiences, allowing them to tailor their messages and offers based on consumer preferences and behaviors. This study investigates the influence of digital advertising on consumer buying behavior in Wukari LGA, focusing on how digital ads shape purchasing decisions and consumer attitudes toward products and services.
1.2 Statement of the Problem
While digital advertising is increasingly used in Wukari LGA, its direct influence on consumer buying behavior remains underexplored. Many businesses in the region have adopted digital advertising, but there is limited research on how it impacts consumer purchasing decisions. This study aims to fill this gap by exploring the relationship between digital advertising and consumer buying behavior in Wukari LGA.
1.3 Objectives of the Study
1. To assess the influence of digital advertising on consumer buying behavior in Wukari LGA.
2. To evaluate the effectiveness of different types of digital advertising (e.g., social media ads, search engine ads, display ads) in influencing consumer purchasing decisions in Wukari LGA.
3. To examine the factors that mediate the influence of digital advertising on consumer buying behavior in Wukari LGA.
1.4 Research Questions
1. How does digital advertising influence consumer buying behavior in Wukari LGA?
2. What types of digital advertising are most effective in influencing consumer purchasing decisions in Wukari LGA?
3. What factors mediate the influence of digital advertising on consumer buying behavior in Wukari LGA?
1.5 Research Hypothesis
1. Digital advertising significantly influences consumer buying behavior in Wukari LGA.
2. Different types of digital advertising have varying degrees of effectiveness in influencing consumer purchasing decisions in Wukari LGA.
3. Factors such as consumer attitudes, trust, and online engagement mediate the influence of digital advertising on consumer buying behavior in Wukari LGA.
1.6 Significance of the Study
This study is significant as it will provide insights into how digital advertising influences consumer buying behavior in rural areas. The findings will help businesses and marketers design more effective digital advertising strategies to increase sales and improve customer engagement in Wukari LGA.
1.7 Scope and Limitations of the Study
The study focuses on the influence of digital advertising on consumer buying behavior in Wukari LGA, Taraba State. It does not cover other forms of advertising or other regions.
1.8 Operational Definition of Terms
1. Digital Advertising: Advertising delivered through digital channels such as websites, search engines, social media, and email.
2. Consumer Buying Behavior: The decision-making process and actions of consumers when purchasing products or services.
3. Online Engagement: The level of interaction between consumers and digital advertisements, including likes, shares, comments, and clicks
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