Publication Date: 2023/05/18
Abstract: This paper investigates consumers’ assessment of digital advertising platforms and their effects on buying behaviour. The researcher embarked on this study to achieve two objectives. Based on the objectives, two hypotheses were formulated and tested using chi-square. The survey method was adopted for this study. This study was anchored on the diffusion of innovation. Findings emanating from this study revealed that digital advertising affects consumer buying behaviour. It was also revealed that digital advertising information affects consumers’ buying behaviour because it provides consumers with valuable information about products and services, increases brand awareness, and uses retargeting to remind consumers of their interests. This study concludes that digital advertising platforms have a significant impact on consumer behavior, and their effectiveness depends on how well they can cater to the needs of their target audience. It is recommended that digital advertising platforms should focus on improving their targeting capabilities to deliver more relevant advertising to consumers
Keywords: Digital, Consumer, Behavior, Advertising, Platforms.
DOI: https://doi.org/10.5281/zenodo.8282624
PDF: https://ijirst.demo4.arinfotech.co/assets/upload/files/IJISRT23APR1948.pdf
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