Online Advertising and Consumers’ Purchase Decision of E-Commerce Products in Lagos Metropolis
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2022-12
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Lead City University
Abstract
The purpose of this study is to find out the role of Online advertising in influencing Consumers’ purchase decision of e-commerce products within Lagos metropolis. To aid the Researcher in the study, certain Research Question were put forward. They are: Are the online shoppers aware of the advertisement of e-commerce products? What influence does online products advertisement have on consumer purchase decision? How effective is online advertisement on consumer purchase decision? What are the determining factors for the repeat purchase of e-commerce products? What are the challenges of availability and access to online advertising and consumer purchase decision making?
The study adopted the mixed Research design and made use of both the qualitative and quantitative methods. The study therefore made use of Online shoppers’ questionnaire as research instrument for collecting data from customers of e-commerce products and the qualitative key informant guide from marketing managers representing four major e-commerce shops in Lagos
The study finds out that majority of Online shoppers are aware of online advertisements of e-commerce products before purchase. Findings from the research shows that online products’ advertisements have the desired effect on the consumers’ purchase decision in terms of them making more inquiries before taking purchase decisions. The study recommends that the Internet as an infinite social resource should be exploited more in the marketing of products to those physical areas that the manufacturers may not have representatives. Also, the study recommends that marketers and manufacturers should reach an consensus on online unique product positioning strategy and promotion that will expose and market products to the consumers. Furthermore, the study re commends that advertising and other online promotional activities must be up to date in terms of target market needs (promise of the product) and marketing intelligence. This recommendation is to ensure that customers’ satisfaction is prioritized adequately by the Advertisers of goods and services. It is also recommended that more research should be done to explore other case studies outside e-commerce products to probe the infinity of online activities. This will make more information to be added to body of knowledge.
Keywords: Online Advertising, E-commerce, Consumers Purchase Decision, Advertiser, Online Shoppers
Word Count: 325
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Kate Turabian