000			03141nam a22003137a 4500
003			KOHA
005			20230419112924.0
008			230215d2022 cy ||||| m||| 00| 0 eng d
040			_aCY-NiCIU _beng _cCY-NiCIU _erda
041			_aeng
090			_aYL 2677 _bG34 2022
100	1		_aGbenga, Olapade Lawrence
245	1	4	_aTHE IMPACT OF ONLINE ADVERTISEMENT ON CONSUMER PURCHASE BEHAVIOR / _cOLAPADE LAWRENCE GBENGA; SUPERVISOR: ASST. PROF. DR. HASAN RÜSTEMOĞLU
264			_c2022
300			_a66 sheets; _c31 cm. _eIncludes CD
336			_2rdacontent _atext _btxt
337			_2rdamedia _aunmediated _bn
338			_2rdacarrier _avolume _bnc
502			_aThesis (MSc) - Cyprus International University. Institute of Graduate Studies and Research Economics Department
504			_aIncludes bibliography (sheets 61-63)
520			_aABSTRACT 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.
650		0	_aConsumer behavior _vDissertations, Academic
650		0	_aFinance companies _vDissertations, Academic
650		0	_aBrand choice _vDissertations, Academic
650		0	_aAdvertising _vDissertations, Academic
700	1		_aRüstemoğlu, Hasan _esupervisor
942			_2ddc _cTS
999			_c289748 _d289748