ONLINE ADVERTISING AND PURCHASING DECISION OF SMARTPHONES USERS (A STUDY OF IKOT EKPENE LOCAL GOVERNMENT AREA)

ABSTRACT This research project examined online advertising purchase decision of Smartphone users in Ikot Ekpene L.G.A. The study adopted a survey research design and made use of descriptive statistics which involved the use of frequency count and percentages table in analyzing the data collected. A sample size of 398 respondents was selected from a population of Smartphone users in Ikot Ekpene L.G.A. Questionnaire was used as research instrument and 398 copies were distributed. The findings of this study revealed that majority of the respondent pay attention to online advertisement and are attracted to the quality of advertised contents on social media which is also a form of online advertising. Overall, the study found out that the online advertising is capable of influencing consumer's choice of purchasing Smartphone being advertise online. It was concluded that Smartphone manufacturers,vendors and marketers need to identify online platforms that would enhance user interactivity with the potential for consumer online Smartphone advertisement exposure. This study proffered recommendations to Smartphone manufacturers, marketers, and vendors about the appropriate utilization of online advertising for Smartphone; with a view to improving the contents of online adverts of Smart phones as well as making use of the best platform for new media advertising to boost the purchase of Smartphone as well as making use of the best platform and a field of study explain the reason why it cannot be underestimated.