Influence of Digital Advertising on Consumers Buying Behaviour in Delta State

Abstract

This paper examines the relationship between digital advertising and consumer purchasing behaviour in Delta State, Nigeria. Backed by the theory of Technological determinism, data from 392 respondents were analyzed in a sample survey using structured questionnaires. Findings show respondents are aware of the nature of digital advertising, such as pop-up advertising; email advertising; social media; search engine optimization (SEO); pay-per-click (PPC) as available channels. Also important is the pattern of consumer buying behaviour, which is largely based on stringent factors. There is also a realization that digital advertising is informative. entertaining and relaxing, but incredibly unnerving. The implication is that digital advertising is ubiquitous in Delta State, but consumers do not trust digital advertising, though it is considered informative. The Social impact is that there is hype about digital advertising invading Delta State, but the process is far from gullible.