Paper Title
EFFECT OF INTERNET ADVERTISING ON BRAND EQUITY AND CONSUMER PARTRONAGE OF SELECTED BEVERAGE FIRMS IN LAGOS STATE, NIGERIA
Article Identifiers
Authors
Oduwole, W. K. , Akinola, E.O. , Ochornogor, R. T.
Keywords
Internet advertising, brand equity, social media advertisement, consumer patronage
Abstract
This study investigated the relationship between internet advertising and brand equity consumer patronage of selected beverage firms in Lagos, Nigeria. The objectives of the study included examining the relationship between social media advertisement and consumer patronage, and assessing the relationship between internet advertisement and brand equity. This work was anchored social learning theory. The research design adopted was descriptive, and a sample size of 397 drawn from the population of Yaba College of Technology (YCT) and Lagos State Polytechnic (LASPOTECH) students. Data was collected using convenience sampling questionnaire administration. The responses were analyzed using both descriptive and inferential statistics. The research hypotheses were tested using Chi Square at 5% level of significance. The study found that there is a significant and positive relationship between social media marketing and consumer patronage and that internet advertisement has a significant and positive relationship with brand equity of beverage firms in Lagos State. Based on the findings of this study, it was concluded that internet advertising and social advertisement plays a significant role in the success of beverage firms in Lagos State. Therefore, it is recommended, among others, that beverage firms and indeed other business organizations and entrepreneurs in Lagos State should prioritize internet advertisement in their marketing strategies in order to improve their brand equity and customer engagement.
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How To Cite (APA)
Oduwole, W. K., Akinola, E.O., & Ochornogor, R. T. (March-2024). EFFECT OF INTERNET ADVERTISING ON BRAND EQUITY AND CONSUMER PARTRONAGE OF SELECTED BEVERAGE FIRMS IN LAGOS STATE, NIGERIA . INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 9(3), g216-g229. https://ijnrd.org/papers/IJNRD2403624.pdf
Issue
Volume 9 Issue 3, March-2024
Pages : g216-g229
Other Publication Details
Paper Reg. ID: IJNRD_213829
Published Paper Id: IJNRD2403624
Downloads: 000121976
Research Area: Management
Country: Lagos, Lagos State, Nigeria
Published Paper PDF: https://ijnrd.org/papers/IJNRD2403624.pdf
Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRD2403624
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Journal Name: INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT(IJNRD)
ISSN: 2456-4184 | IMPACT FACTOR: 8.76 Calculated By Google Scholar | ESTD YEAR: 2016
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This work is licensed under a Creative Commons Attribution 4.0 International License and The Open Definition
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