Effect of Digital Advertising on Consumer Satisfaction on Food Packaged Item in Ilorin West Local Government

Abstract

Digital advertising refers to the practice of promoting products or services through online channels such as social media platforms, search engines, websites, and email. It was observed that residents in Ilorin west on one way the other consume food package item. The main objective of the study was to investigate the effect of digital advertising on consumer satisfaction with packaged food items in Ilorin West Local Government Area, Kwara State. With the rise of digital platforms such as social media and search engines, advertisers have adopted more targeted, visual, and interactive strategies. The research explores how these digital tools influence consumer awareness, purchasing behavior, attitudes, and ultimately satisfaction with food packaging. Five (5) research questions were raised and three (3) hypotheses were formulated and tested at 0.05 levels of significances Descriptive survey research design was adopted for the study. The target population for the study comprised 3,616 respondents from 2 Ilorin west local government area. Questionnaire (DACSQ) was the research instrument that was used for data collection for the study of Kwara State. Findings reveal moderate to strong correlations between digital advertising and consumer behavior metrics. Data analysis involved both descriptive statistics (mean, standard deviation) and inferential statistics (Pearson correlation). The results revealed moderate to strong significant relationships between digital advertising and consumer behavior metrics. Notably, digital advertising had a significant influence on consumer awareness (r = 0.45, (p