IDEAS home Printed from https://ideas.repec.org/a/bjc/journl/v13y2026i6p794-803.html

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
    as

    Download full text from publisher

    File URL: https://rsisinternational.org/journals/ijrsi/uploads/vol13-iss6-pg794-803-202606_pdf.pdf
    Download Restriction: no
    File URL: https://rsisinternational.org/journals/ijrsi/view/digital-advertising-dynamics-and-consumer-purchase-intention-a-comprehensive-analysis-of-smartphone-users-in-ogbomoso-oyo-state-nigeria/
    Download Restriction: no
    ---><---

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bjc:journl:v:13:y:2026:i:6:p:794-803. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Renu Malsaria (email available below). General contact details of provider: https://rsisinternational.org/journals/ijrsi/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.