E. C. GBANDI

This study investigates the effect of digital advertising on customer patronage of soft drinks among students of the University of Benin, Nigeria. The research focuses on five key dimensions of digital advertising: social media advertising, influencer marketing, display advertising, email marketing, and search engine marketing, assessing their individual and collective influence on consumer behavior within a university context. The study targeted a sample size of 395, however, only 385 valid responses were obtained through structured questionnaires distributed across various faculties. The study employed a quantitative research design, and the data were analyzed using descriptive statistics, correlation analysis, and multiple regression analysis through SPSS version 22. The findings reveal that social media advertising exerts the most significant positive effect on customer patronage, followed by influencer marketing and search engine marketing, while display advertising and email marketing showed no statistically significant impact. Based on these results, the study recommends that soft drink companies prioritize investments in social media and influencer-driven campaigns, optimize search engine marketing, and reconsider the deployment of display and email advertising strategies to better align with student consumption patterns. The study contributes to both academic literature and industry practice by offering empirical evidence on the effectiveness of digital advertising tools in the Nigerian fast-moving consumer goods (FMCG) sector, particularly within youth markets.

Advertising plays a crucial role in shaping consumer behavior, particularly in the highly competitive soft drink industry. This study examines the impact of advertising on consumer buying behavior, focusing on how media types, message content, and engagement tactics influence purchasing decisions. The research explored key advertising elements such as visual appeal, tone, and brand consistency, assessing their effects on consumer perceptions and loyalty. Given the increasing reliance on digital marketing, the study also evaluated the effectiveness of various advertising platforms, including social media, television, and print media. The research adopted a quantitative approach, utilizing surveys distributed to consumers in Benin City to analyze their responses to different advertising strategies. The study seeks to answer critical questions regarding the influence of advertising message content, visual elements, and media channels on consumer behavior. Hypotheses are formulated to test the significance of these factors in shaping purchasing decisions. Findings from this study provides valuable insights for marketers in the soft drink industry, helping them refine advertising strategies to enhance consumer engagement and brand loyalty. The study also contributes to academic literature by bridging the gap in research on the direct relationship between advertising and purchasing behavior, particularly in the Nigerian market. While the study acknowledges limitations such as self-reported biases and regional focus, its results will offer practical recommendations for advertisers seeking to optimize their campaigns in an evolving media landscape.