ABSTRACT

This study set out to examine online advertisements and patronage of select products by Uyo Residents. The survey research design was used and the questionnaire was the primary instrument for gathering data. The sampling techniques employed in the study were cluster and purposive sampling. The sample of this study was made up of Uyo residents. A total of three hundred and eighty three (383) respondents were selected based on Meyer's guide for sample selection. Three hundred and forty-nine (349) of the three hundred and eighty three (383) copies were correctly filled and returned; therefore, analysis was based on this number. Data collected were analysed using simple percentage. The findings of the study show that online advertising is effective in promoting products and services and improving the image of a product. Also, online advertisements to some extent influence Uyo residents to patronize select products either in an online store or in the market. It was also revealed that Uyo residents do not patronise select products/services advertised online predominantly based on the payment procedure, the non-availability of data and the non-regulatory nature of the internet. Based on these findings, It is recommended that small and medium sized retailers who crave for growth should plunge their businesses into the social media networks, online retail stores should ensure that the payment procedure for patronizing a product is made easier and understandable so as not to discourage customers from patronizing products from them and Uyo residents who are not on any social networking sites should open accounts with any of the networking sites in order to be aware of the emerging trend in advertising (online advertising) and should also patronize products online because it is fraud free and real.

TABLE OF CONTENTS

TITLE                                                                                                                               PAGE

Title page                               

Declaration      -           -           -           -           -           -           -           -           -           -           i

Certification    -           -           -           -           -           -           -           -           -           -           ii

Dedication      -           -           -           -           -           -           -           -           -           -           iii

Acknowledgement      -           -           -           -           -           -           -           -           -           iv

Abstract          -           -           -           -           -           -           -           -           -           -           v

Table of Contents       -           -           -           -           -           -           -           -           -           vi

List of Tables  -           -           -           -           -           -           -           -           -           -          

Appendix--      -           -           -           -           -           -           -           -           -           -                      

CHAPTER ONE:  INTRODUCTION

1.1 Background to the Study

1.2 Statement of the Problem

1.3 Objectives of the Study

1.4 Research Questions

1.5 Significance of the Study

1.6 cope of the study

1.7 limitations of the Study

1.8 Definition of Terms

CHAPTER TWO

2.1 Review of Concepts

2.1.1 Online Advertising

2.1.2 Types of Online Advertising

2.13 Select Online Retail Stores

2.1.4 Select Products

2.2 Review of Opinion

2.2.1 Influence of Online Advertisements on Consumer Patronage Behaviour

2.3 Review of Studies

2.3.1 Study one

2.3.2 Study two

2.4 Theoretical Framework

2.4.1 Cognitive Dissonance Theory

2.4.2 Hierarchy of Effects Model

CHAPTER THREE

3.1 Research Method

3.2 Population of the Study

3.3 Sample Size/ Sampling Procedure

3.4 Description of Research Instrument

3.5 Method of Data Collection

3.6 Method of Data Analysis

CHAPTER FOUR: DATA PRESENTATION, ANALYSIS AND DISCUSSION OF FINDINGS

4.1    Presentation of Data -    -           -           -           -           -           -           -           -           28

4.2 Discussion of Findings     -           -           -           -           -           -           -           -           34

CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.0 Introduction          -           -           -           -           -           -           -           -           -           39

5.1 Summary of Findings       -           -           -           -           -           -           -           -           39

5.2Conclusion             -           -           -           -           -           -           -           -           -           40

5.3   Recommendation            -           -           -           -           -           -           -           -           41

5.4 Suggestion for Further Studies     -           -           -           -           -           -           -           42

      REFERENCES

LIST OF TABLES

TABLE

TITLE

PAGES

1

Distribution of Respondents by Gender         -           -           -

-             28

2

Distribution of Respondents by Age  -           -           -           -

-             28

3

Occupational Qualification of Respondents   -           -           -

-             29

4

Responses whether respondents have seen any online advertisement before  -           -           -           -           -           -

              29

5

Responses to the website respondents saw the online advertisements            -           -           -           -           -           -            -

30

6

Response on Whether Online Advertisement Influences Respondents’ Patronage of Select Products   -           -           -

30

7

Response to where respondents patronize select products     -

    -         31

8

Response on the Online Stores Respondents Patronize Select Products          -           -           -           -           -  

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