TY  - BOOK
AU  - Gbenga,Olapade Lawrence
AU  - Rüstemoğlu,Hasan
TI  - THE IMPACT OF ONLINE ADVERTISEMENT ON CONSUMER PURCHASE BEHAVIOR
PY  - 2022///
KW  - Consumer behavior
KW  - Dissertations, Academic
KW  - Finance companies
KW  - Brand choice
KW  - Advertising
N1  - Thesis (MSc) - Cyprus International University. Institute of Graduate Studies and Research Economics Department; Includes bibliography (sheets 61-63)
N2  - ABSTRACT
Research evidence has shown that most bank users in Ibadan metropolis have not 
adequately adopted online transactions even when they are aware of its existence. This 
study, therefore investigated the impact of online advertising on consumer purchase 
behaviour of First Bank of Nigeria products. The extent to which online advertising 
influences consumer brand awareness, customer purchase behaviour and customer 
brand recall of First Bank products are the research objectives. The scope of the study 
is the impact of online advertising in First Bank of Nigeria in Ibadan Metropolis. 
Population of the study is all customers of 6 branches of First Bank Nigeria who are 
educated and are connected to the internet. Data have collected using a self-designed 
questionnaire and purposive sampling technique was adopted to select 50 customers 
per branch for the administration of questionnaires and 286 questionnaire responses 
were retrieved. Content validity was conducted to sort out for consistency of the 
instrument and reliability was achieved using Cranach’s alpha and a value of 0.810 
was arrived at. Findings revealed online advertising significantly influences customer 
brand awareness of First Bank Nigeria products. It was also discovered that online 
advertising has little significant influence on consumer purchase behaviour. 
Furthermore, online advertising has significant influence on consumer brand recall of 
First Bank products. The study recommends that the banks should design their online 
advertising in attractive texts, images and even videos to create better awareness of 
their various products. In addition, financial institutions which have not adopted online 
advertising must key into it to foster consumer brand awareness and patronage.
Keywords: Consumer Brands Awareness, Content Analysis, Financial Institution, 
Online Advertisement, Products, Purchase Behaviour
ER  -