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ABSTRACT:

The study examined the relationship between Digital Advertising Preference and Marketing Performance of Automobiles in Rivers State. The study adopted the correlational research design; the population of 30 automobile firms in Port Harcourt. 150 staff members made up the population of the unit. According to the research's population of thirty (30), the study used a census technique and looked at all thirty vehicle companies with a particular emphasis on the personnel. Each business received five (5) copies of the questionnaire, which were dispersed in this manner. For the research, a total of 150 respondents were employed as participants. The structured questionnaire was used as a tool for gathering data. At a significance level of 0.05, the Pearson's Product Moment Correlation was utilized to evaluate the hypotheses. According to the research of the study, Rivers State's preference for digital advertising has a big impact on how well cars are marketed there. The study came to the conclusion that automakers must continually investigate digital advertising cues like email and social media advertisements because these types of ads have the power to draw customers in, encourage purchases, and keep them coming back for more. The research suggests that automakers in Rivers State employ email advertisements to boost sales and profitability in a few specific supermarkets, and they should use social media platforms to advertise their brands and get more clientele.

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