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Digital Advertising Dynamics and Consumer Purchase Intention: A Comprehensive Analysis of Smartphone Users in Ogbomoso, Oyo State, Nigeria

Author

Listed:
  • Azeez Damilola Amidat

    (Department of Marketing, Ladoke Akintola University of Technology, P. M. B 4000 Ogbomoso)

  • Akanji Oluwaseun Joseph

    (Department of Marketing, Ladoke Akintola University of Technology, P. M. B 4000 Ogbomoso)

  • Ewetumo Damilola Awele

    (Department of Marketing, Ladoke Akintola University of Technology, P. M. B 4000 Ogbomoso)

  • Eweyeju Oluwadunsin Rachel

    (Department of Marketing, Ladoke Akintola University of Technology, P. M. B 4000 Ogbomoso)

Abstract

The digital landscape in Nigeria has undergone a seismic shift, driven by increased internet penetration and a youthful, technologically inclined population. This research investigates the role of online advertising, specifically social media and email marketing on the purchase intentions of smartphone users in Ogbomoso, Oyo State. Adopting a descriptive research design, the study utilized a structured questionnaire to gather data from 100 active and intending smartphone users, representing diverse socio-economic backgrounds. The theoretical framework integrates the Elaboration Likelihood Model (ELM) and the Theory of Planned Behavior (TPB) to map the psychological pathways from ad exposure to behavioral intent. Empirical findings revealed a statistically significant influence of online advertising on purchase intention, supported by Analysis of Variance results (F (17, 83) = 54.534, p

Suggested Citation

  • Azeez Damilola Amidat & Akanji Oluwaseun Joseph & Ewetumo Damilola Awele & Eweyeju Oluwadunsin Rachel, 2026. "Digital Advertising Dynamics and Consumer Purchase Intention: A Comprehensive Analysis of Smartphone Users in Ogbomoso, Oyo State, Nigeria," International Journal of Research and Scientific Innovation, International Journal of Research and Scientific Innovation (IJRSI), vol. 13(6), pages 794-803, June.
    • Handle: RePEc:bjc:journl:v:13:y:2026:i:6:p:794-803
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    References listed on IDEAS

    as
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    3. Sriram K V & Namitha KP & Giridhar B Kamath, 2021. "Social media advertisements and their influence on consumer purchase intention," Cogent Business & Management, Taylor & Francis Journals, vol. 8(1), pages 2000697-200, January.
    4. Dwivedi, Yogesh K. & Ismagilova, Elvira & Hughes, D. Laurie & Carlson, Jamie & Filieri, Raffaele & Jacobson, Jenna & Jain, Varsha & Karjaluoto, Heikki & Kefi, Hajer & Krishen, Anjala S. & Kumar, Vikra, 2021. "Setting the future of digital and social media marketing research: Perspectives and research propositions," International Journal of Information Management, Elsevier, vol. 59(C).
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