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Browsing Theses / Dissertation by Subject "Advertising"

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    Influence of Pepsi Digital Advertisement on Buying Behaviour and Brand Loyalty among Undergraduates of Lead City University
    (Lead City University, Ibadan, 2024-12) Oluwaseun ONASANYA
    Social media has become an integral part of daily life for millions worldwide, offering a platform for communication, entertainment, and commerce. One notable aspect of social media is its role in advertising. The study examined the influence of Pepsi digital advertisement on buying behaviour and brand loyalty among undergraduate students of Lead City University. The theory of Reasoned Action and Technological Determinism provided the theoretical framework for the study. The descriptive survey method was adopted, and 388 respondents were randomly selected to form the sample population. A self-structured questionnaire was used to source the data. The collected data were presented and analyzed using statistical package for social sciences (SPSS). The results obtained revealed that the majority of the majority of respondents reported that they easily recognized Pepsi's digital advertisements among other brands' advertisements online. The study revealed that majority of respondents are consistently exposed to Pepsi's digital content on social media platforms stating that they always see Pepsi contents on their timelines. Findings further revealed that the majority of respondents believe that Pepsi's digital advertisements significantly influence there purchasing decisions. It was further revealed that the majority of respondents agreed that these advertisements reinforced their loyalty to the Pepsi brand and positively impacted their loyalty. From the findings, it was also revealed that the majority of the respondents acknowledged the significant role of Pepsi's digital advertisements in retaining customers, indicating Pepsi should enhance social media engagement by creating interactive content. Pepsi should explore diverse ad formats to maintain audience interest and Strengthen partnerships with influencers for wider reach. Keywords: Digital advertisement, Advertising, Marketing, Internet, Online advertising Word Count: 258
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    Promotional Strategies and Customer Patronage among Telecommunication subscribers in Ogun State, Nigeria
    (Lead City University, 2022-12) Zainab Funke BAKO
    In today’s world of fierce competition in the business sector, it is expedient that organizations adopt the best promotional strategies that will enable business organizations outshine their competitors whilst increasing customer patronage. It is against this background that this study was embarked upon to investigate the influence of promotional strategies on customer patronage among telecom subscribers in Nigeria. The study adopted a cross-sectional survey research design. The population of the study comprises of customers of four telecommunication service providers in selected local governments in Ogun State. The target population was 8.5million active subscribers in Ogun State. A sample size of 462 was computed using Raosoft online sample size calculator. A structured questionnaire was adopted in collecting data for the study. The reliability statistic has Cronbach’s Alpha coefficient ranging from 0.72 to 0.87. The collected data were analyzed using descriptive and inferential statistics using SPSS version 25. From the result of the regression analysis, the study found that advertising has positive and significant effect on customer patronage (R 2 = 0.181, F(1,248)= 54.943, p= 0.000); Sales promotion has positive and significant effect on customer patronage (R 2 = 0.28, F(1,248)= 97.950, p= 0.000); Public relations have positive and significant effect on customer patronage (R 2 = 0.482, F(1,248)= 230.642, p= 0.000); Direct marketing has positive and significant effect on customer patronage (R 2 = 0.118, F(1,248)= 33.175, p= 0.000); and Promotional strategies have positive and significant effect customer patronage (Adj R 2 = 0.749, F(4,245)= 187.046, p= 0.000) among telecom subscribers in Ogun State, Nigeria. Based on the findings, the study concluded that promotional strategies had significant effect on customer patronage among telecommunication subscribers in selected local governments in Ogun State. The study recommended that telecom firms should reinvent their promotional strategies and offer greater value across the products categories offered to the customers. Word Count: 298 Keywords: Advertising, Customer patronage, Direct marketing, Public relations, Sales Promotion
Please contact Mr. Okhaku David for Copyright Information@okhakhu.david@lcu.edu.ng