Effect of Web Advertisement Measures on Consumers’ Brand Awareness of Selected Food and Beverage Companies in Lagos State, Nigeria
1Oduwole, W. K., 2Olawore, O. P., 3Amusat, I. O., 4Okeowo, T.O.
1Department of Marketing, Yaba College of Technology, Lagos, Nigeria
2,3Department of Marketing, Lagos State University of Science & Technology, Ikorodu, Lagos, Nigeria
4Department of Mass Communication, Lagos State University of Science & Technology, Ikorodu, Lagos, Nigeria
https://doi.org/10.47191/jefms/v7-i6-62
ABSTRACT:
The association between web advertisement measures and consumer brand awareness of selected food and beverage companies in Lagos State, Nigeria, was investigated in this research. In this study, a survey was used. A total of 125,393 students were found in the selected higher institutions in Lagos State and total sample size of 776 was calculated using Cochran formula. As a result, 776 under-graduate and post-graduate students of the chosen Universities in Lagos State were sent questionnaires. In this research, a proportionate stratified sampling technique was adopted, and only 627 copies (or 80.3 percent) of the questionnaire were properly completed and recovered. To determine the link between the variables, the data were examined using the multiple regression statistical technique. The investigation revealed that web advertisement measures (online discussion forum, internet advertisement features and social media advertisement) had effect on consumers’ brand awareness of selected food and beverage companies in Lagos State, Nigeria. As a result, it was concluded that online discussion forum, internet advertisement features and social media advertisement affected consumers’ brand awareness of selected food and beverage companies in Lagos State, Nigeria. It was suggested, among other things, that management of food and beverages companies should strive to adopt the measures of web advertisement as a marketing strategy.
KEYWORDS:
Web advertisement measures, consumer brand awareness, Food and beverage companies, Lagos State.
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