Digital Advertising and Consumer Buying Behaviour in Lagos State, Ojo Local Government Area

This study examined the effects of digital marketing on consumer buying behaviour of Lagos State, Ojo local government area. As a result of the foregoing, this study will critically examine the use of digital advertising dimensions conceptualized as social media advertising, blogging advertising and search engine optimization on consumer purchasing behaviour in Nigeria’s modernized environment (Lagos State). To assess the situation, this study uses social media advertising, blogging advertising, and search engine optimization as indicators for digital marketing. This study adopts a survey research design and multi-stage sampling techniques. To determine the sample size for an infinite population, one hundred and thirty-eight questionnaires were distributed to respondents, who are residents of the Ojo Local Government area. The data collected were analysed using a statistical package for social sciences and presented in descriptive statistics, Pearson correlation. The result showed that social media advertising has a positive and significant effect on consumer buying behaviour with a coefficient of determination (R2 = 0.309) given as 30.9%. Blogging advertising accounts for a 59.1% variance in consumer buying behaviour. Search engine optimization has a significant effect on consumer buying behaviour with a coefficient of determination (R2 = 0.818) given as 81.8%. therefore, digital advertising has a significant effect on customer buying behaviour in Lagos State and the study recommends among others that organizations should improve on their level of utilization of digital advertising to trigger positive consumer purchase behaviour.