The effect of mobile advertising on brand awareness: A study of a consumer electronics retailer in Kaduna.
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- NGN 5000
Background of the study
Mobile advertising is a dynamic tool for building brand awareness, especially in the consumer electronics sector. This study explores how a consumer electronics retailer in Kaduna utilizes mobile ads—such as banner ads, interstitials, and video commercials—to increase brand recognition and reach. Mobile ads, optimized for various devices, deliver visually appealing and interactive content that captures consumer attention and reinforces brand messages (Okoro, 2023). By employing targeted ad campaigns, the retailer aims to create a consistent brand image that resonates with tech-savvy consumers. Research has demonstrated that mobile advertising can significantly elevate brand awareness and influence purchasing decisions (Adeniyi, 2024). However, challenges including ad fatigue, high competition, and varying device compatibility may hinder its effectiveness. This study will analyze ad performance data, consumer recall rates, and brand perception metrics to evaluate the overall impact of mobile advertising on brand awareness and propose strategies for improvement (Chinwe, 2025).
Statement of the problem
Consumer electronics retailers in Kaduna often struggle with low brand awareness due to ineffective mobile advertising strategies. Inadequate targeting and unengaging ad content can lead to poor consumer recall, undermining the retailer’s market presence. This study aims to identify the key challenges in mobile advertising that affect brand awareness and evaluate their impact on consumer perception.
Objectives of the study:
To evaluate the impact of mobile advertising on brand awareness.
To identify challenges in current mobile ad strategies.
To recommend improvements for increasing brand recognition.
Research questions:
How does mobile advertising affect brand awareness?
What challenges limit its effectiveness?
What strategies can enhance brand visibility?
Significance of the study
This study is significant as it provides insights into optimizing mobile advertising to improve brand awareness for consumer electronics retailers in Kaduna, ultimately enhancing market competitiveness (Chinwe, 2025).
Scope and limitations of the study:
The study focuses on a single consumer electronics retailer in Kaduna and examines mobile advertising exclusively, without considering other marketing channels.
Definitions of terms:
Mobile Advertising: Promotional content delivered through mobile devices.
Brand Awareness: The extent to which consumers recognize a brand.
Consumer Electronics Retailer: A business that sells electronic products.
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