Effectiveness of Digital Technologies on Brand Patronage Among Youth in Nigeria (a Study of Auchi Polytechnic Students)

Student: Victoria Odibi Amos (Project, 2025)
Department of Mass Communication
Auchi Polytechnic, Auchi, Edo State

Abstract

This project investigates the effectiveness of digital technologies on brand patronage among youth in Nigeria, with a focus on Auchi Polytechnic students. Anchored on the Technological Determinism Theory (TDT), the study employed a survey research method, using questionnaires to gather responses from participants. Descriptive statistics, including frequency and percentage, were used to analyze the collected data, which were presented in tabular form. The findings reveal that a substantial number of respondents believe digital technologies have significantly influenced the attitudes of detergent consumers, indicating high exposure to digital
advertisements. Additionally, many respondents strongly advocate for the positive impact of digital platform advertising on brand patronage. Recommendations include conducting further research to explore specific digital marketing strategies that have been most effective in influencing brand patronage among detergent consumers. Additionally, it is recommended to implement targeted digital marketing campaigns that leverage consumer behavior data and analytics to personalize advertisements for detergent products. By tailoring advertisements to individual preferences and purchase histories, companies can optimize the impact of digital technology advertisements on consumer product choices.

Keywords
effectiveness digital technologies brand patronage youth nigeria auchi polytechnic students
Filters
Institutions