The Impact of Digital Advertising on Consumer Purchasing Behavior

Student: Joan Oyindamola Olabisi (Project, 2025)
Department of Marketing
University of Ilorin, Kwara State

Abstract

Abstract This study explores the impact of digital advertising on consumer purchasing behaviour, focusing on Jumia Nigeria customers in Ilorin, Kwara State. Using the StimulusOrganism-Response (S-O-R) model, the research examines how advertisement format, placement, targeting strategy, and interactivity influence purchase intention, buying decision, brand loyalty, and brand perception. A quantitative approach was adopted, and data were collected from 384 purposively selected respondents through structured questionnaires. The analysis, conducted using chi-square statistical tools, revealed significant associations between digital advertising elements and consumer behavioural outcomes. Video and social media ads were found to boost purchase intention, while wellplaced and interactive ads enhanced brand trust and loyalty. The study concludes that digital advertising significantly shapes consumer decisions, particularly when campaigns are relevant, engaging, and ethically executed. It recommends that marketers focus on personalized, data-driven, and interactive advertising strategies while ensuring transparency and respect for consumer privacy. Businesses are also advised to regularly evaluate ad performance and adjust content to sustain engagement and build long-term brand loyalty.

Keywords
Advertisment placement Ad format
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