The Influence of the Audience’s Disposition towards Web Adverts on Product Awareness and Patronage
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This study investigates how the audience views online advertisements and the implication of
this for the interest and patronage of the products advertised. The upsurge of the use of the
Internet in Nigeria has inspired several online businesses. This is not surprising since
businesses must move to where the customers are. The increased activities and time spent
online by Internet users has also made the virtual space an appealing platform for
advertisements. So alluring is the Internet that businesses that are not online also attempt to
use web advertisements to pull customers to their physical shops. However, the audience may
not be as receptive to these adverts as most businesses may expect. In fact, some Internet users
tend to consider web advertisements as nuisances. Therefore, the objectives of this study are to
find out the extent of audience’s exposure to web advertisements, audience’s disposition
towards the advertisements, and how this disposition influences audience’s attitude towards
the product being advertised. The survey design was adopted with a sample size of 279
respondents. Analysis of the data suggests that not only were the respondents exposed to online
adverts, they had a positive disposition towards the adverts and that influenced their
purchasing decision
Keywords
H Social Sciences (General), HE Transportation and Communications