Digital Advertising and Consumer Buying Behaviour in Lagos State, Ojo Local Government Area

Sadiq and Kareem Ajibola
Additional contact information
Sadiq: Lagos State University, Ojo, Department of Marketing
Kareem Ajibola: Lagos State University, Ojo, Department of Marketing

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 7, 2525-2539

Abstract: This study examined the effects of digital marketing on consumer buying behaviour of Lagos State, Ojo local government area. As a result of the foregoing, this study will critically examine the use of digital advertising dimensions conceptualized as social media advertising, blogging advertising and search engine optimization on consumer purchasing behaviour in Nigeria’s modernized environment (Lagos State). To assess the situation, this study uses social media advertising, blogging advertising, and search engine optimization as indicators for digital marketing. This study adopts a survey research design and multi-stage sampling techniques. To determine the sample size for an infinite population, one hundred and thirty-eight questionnaires were distributed to respondents, who are residents of the Ojo Local Government area. The data collected were analysed using a statistical package for social sciences and presented in descriptive statistics, Pearson correlation. The result showed that social media advertising has a positive and significant effect on consumer buying behaviour with a coefficient of determination (R2 = 0.309) given as 30.9%. Blogging advertising accounts for a 59.1% variance in consumer buying behaviour. Search engine optimization has a significant effect on consumer buying behaviour with a coefficient of determination (R2 = 0.818) given as 81.8%. therefore, digital advertising has a significant effect on customer buying behaviour in Lagos State and the study recommends among others that organizations should improve on their level of utilization of digital advertising to trigger positive consumer purchase behaviour.

Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.rsisinternational.org/journals/ijriss/ ... ssue-7/2525-2539.pdf (application/pdf)
https://rsisinternational.org/journals/ijriss/arti ... cal-government-area/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bcp:journl:v:9:y:2025:issue-7:p:2525-2539

Access Statistics for this article

International Journal of Research and Innovation in Social Science is currently edited by Dr. Nidhi Malhan

More articles in International Journal of Research and Innovation in Social Science from International Journal of Research and Innovation in Social Science (IJRISS)
Bibliographic data for series maintained by Dr. Pawan Verma ().