The impact of advertising campaign effectiveness on customer purchase behavior during economic downturns: A case study of a retail brand in Port Harcourt, Nigeria.
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Background of the study
During economic downturns, consumer behavior becomes highly sensitive to external stimuli, and advertising campaigns play a critical role in influencing purchase decisions. In Port Harcourt, retail brands face intensified competition and declining consumer spending, making effective advertising essential for survival (Okafor, 2023). Effective advertising campaigns that are clear, persuasive, and well-targeted can mitigate the adverse effects of economic hardship by maintaining consumer interest and trust. Recent research has indicated that the quality and consistency of advertising messages significantly impact consumer purchase behavior during tough economic times (Ibrahim, 2024). Retailers invest in diverse advertising media—ranging from traditional channels to digital platforms—to capture consumer attention, yet challenges such as budget constraints and message dilution often arise. These factors make it imperative for retail brands to design campaigns that are not only cost-effective but also compelling enough to influence purchase decisions. The study focuses on understanding how campaign effectiveness—measured through message clarity, creativity, and reach—influences customer purchase behavior. It also explores the mediating role of consumer trust and perceived value in this process. The insights derived will help retail brands optimize their advertising strategies and allocate resources more efficiently during economic downturns (Adebayo, 2025).
Statement of the problem
Retail brands in Port Harcourt are challenged by economic downturns that reduce consumer purchasing power. Ineffective advertising campaigns further exacerbate the decline in sales as they fail to communicate value or engage customers adequately (Okafor, 2023). Inconsistent messaging, budget cuts, and poorly targeted campaigns can lead to reduced consumer trust and lower purchase intent (Ibrahim, 2024). This problem is critical as it not only affects short-term revenue but also harms long-term brand loyalty and market positioning. Therefore, it is essential to evaluate how advertising campaign effectiveness influences customer purchase behavior during economic hardships. This study aims to investigate these dynamics, identify the key elements that drive effective advertising in such conditions, and propose strategies to enhance campaign performance, ensuring that marketing efforts translate into sustained consumer purchases (Adebayo, 2025).
Objectives of the Study
To evaluate the effectiveness of advertising campaigns during economic downturns.
To examine the impact of advertising on customer purchase behavior.
To recommend strategies for improving campaign effectiveness.
Research Questions
How does advertising campaign effectiveness influence customer purchase behavior during economic downturns?
What role does consumer trust play in mediating this relationship?
What strategies can retail brands adopt to enhance advertising effectiveness in tough economic times?
Significance of the study
This study is significant as it offers insights into how advertising campaign effectiveness can drive customer purchase behavior during economic downturns. Retail managers in Port Harcourt will benefit from actionable recommendations to refine their marketing strategies, thereby enhancing consumer engagement and sustaining sales (Okafor, 2023; Ibrahim, 2024). The findings contribute to the literature on crisis marketing and provide a framework for designing resilient advertising campaigns that can overcome economic challenges (Adebayo, 2025).
Scope and limitations of the study
The study is limited to a retail brand in Port Harcourt and examines advertising campaign effectiveness during economic downturns. It does not cover other regions or industries.
Definitions of terms
Advertising campaign effectiveness: The degree to which marketing efforts achieve desired consumer responses.
Customer purchase behavior: The process and actions of consumers in deciding to buy products.
Economic downturn: A period characterized by reduced economic activity and consumer spending.
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