Gbenga, Olapade Lawrence <br/><br/>
THE IMPACT OF ONLINE ADVERTISEMENT ON CONSUMER PURCHASE BEHAVIOR / 
OLAPADE LAWRENCE GBENGA; SUPERVISOR: ASST. PROF. DR. HASAN RÜSTEMOĞLU 
 - 66 sheets;  31 cm.  Includes CD 
<br/><br/>Thesis (MSc) - Cyprus International University. Institute of Graduate Studies and Research Economics Department 
<br/><br/>Includes bibliography (sheets 61-63) 
<br/><br/> ABSTRACT<br/>Research evidence has shown that most bank users in Ibadan metropolis have not <br/>adequately adopted online transactions even when they are aware of its existence. This <br/>study, therefore investigated the impact of online advertising on consumer purchase <br/>behaviour of First Bank of Nigeria products. The extent to which online advertising <br/>influences consumer brand awareness, customer purchase behaviour and customer <br/>brand recall of First Bank products are the research objectives. The scope of the study <br/>is the impact of online advertising in First Bank of Nigeria in Ibadan Metropolis. <br/>Population of the study is all customers of 6 branches of First Bank Nigeria who are <br/>educated and are connected to the internet. Data have collected using a self-designed <br/>questionnaire and purposive sampling technique was adopted to select 50 customers <br/>per branch for the administration of questionnaires and 286 questionnaire responses <br/>were retrieved. Content validity was conducted to sort out for consistency of the <br/>instrument and reliability was achieved using Cranach’s alpha and a value of 0.810 <br/>was arrived at. Findings revealed online advertising significantly influences customer <br/>brand awareness of First Bank Nigeria products. It was also discovered that online <br/>advertising has little significant influence on consumer purchase behaviour. <br/>Furthermore, online advertising has significant influence on consumer brand recall of <br/>First Bank products. The study recommends that the banks should design their online <br/>advertising in attractive texts, images and even videos to create better awareness of <br/>their various products. In addition, financial institutions which have not adopted online <br/>advertising must key into it to foster consumer brand awareness and patronage.<br/>Keywords: Consumer Brands Awareness, Content Analysis, Financial Institution, <br/>Online Advertisement, Products, Purchase Behaviour. 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Consumer behavior --Dissertations, Academic<br/>Finance companies--Dissertations, Academic<br/>Brand choice --Dissertations, Academic<br/>Advertising--Dissertations, Academic