Conference Paper

ONLINE ADVERTISING AND CONSUMER BUYING BEHAVIOUR: EMPRICIAL EVIDENCE FROM JUMIA NIGERIA

The rapid growth of digital technologies has transformed marketing practices, making online advertising a critical tool for influencing consumer behaviour and promoting participation in the digital economy. This study examined the effect of online advertising on consumer buying behaviour within the context of inclusive growth in Nigeria, using Jumia Nigeria as a case study. Specifically, the study investigated the influence of informativeness, advertising credibility, and personalized online advertising on consumer buying behaviour. The study was anchored on the Advertising Value Theory (AVT) and Technology Acceptance Model (TAM). A quantitative research approach employing a descriptive survey design was adopted. The population comprised Jumia Nigeria users exposed to online advertisements and engaged in online purchases. Using Cochran’s formula for an infinite population, a sample size of 384 respondents was determined. Data were collected through a structured four-point Likert scale questionnaire administered via Google Forms. Of the 384 questionnaires distributed, 348 were successfully retrieved and analyzed, representing a 90.63% response rate. Instrument validity was established through Component Factor Analysis, while reliability was confirmed using Cronbach’s Alpha. Data were analyzed using multiple regression analysis in SPSS. The results revealed that online advertising significantly influences consumer buying behaviour (F = 264.412, p < 0.05), with informativeness (β = 0.164, p = 0.001), advertising credibility (β = 0.287, p = 0.000), and personalized online advertising (β = 0.459, p = 0.000) exerting positive and significant effects. The model explained 69.8% of the variation in consumer buying behaviour (R² = 0.698), with personalization emerging as the strongest predictor. The study concludes that effective online advertising enhances consumer decision-making, trust, and participation in the digital marketplace, thereby supporting inclusive growth. It recommends improved advertising informativeness, credibility enhancement, advanced personalization, digital inclusion initiatives, and ethical data management. Keywords: Consumer buying behaviour, Credibility, Informativeness, Personalization