Abstract: The study evaluates the effectiveness of digital technology on brand patronage by youths in Lagos State. The study was anchored on Technological Determinism Theory (TDT). A cross-sectional survey research method was adopted in which questionnaires were administered to respondents to elicit their responses. Descriptive statistics (frequency and percentage) was used to analyze the data that were collected and presented with the aid of tables. Findings show that a substantial number of respondents (82.4%) disagree that online shopping apps (Jiji, Konga, Jumia) were highly deployed for detergent patronage by youths. Although, the majority of the respondents (65.4%) agree that various internet platforms were highly utilized for detergents sales promotion. Similarly, a significant number of the respondents (76.5%) strongly agreed that advertising on digital platforms has positive impacts on brand patronage. A sizable number of the respondents (84%) claimed that they do not prefer a particular brand of detergent to others due to their exposure to its social media handles. The study recommended that companies and brand owners should watch over some people that may be using their name or related to scam people online, for instance, there was a time when someone imitates the Shell Oil website when he was offering a job application after which he asked each applicant to pay a sum of 2000 into a bank account to get a pass for an interview. After some time, it was discovered that it was a scammer.
Keywords: BRAND PATRONAGE
1.1 Background of the Study
Advertising, in this modern age of a highly competitive market economy, has become a push-button word with a powerful communication force and a vital marketing tool that helps to sell goods, services, images, and ideas through channels of information and persuasion (Osunbiyi, 2001).
Many marketers, in recognition of the fact that the marketplace was changing and that the traditional medium of advertising was fast losing its golden halo, and seeing the need for strategic integration of their promotional tools so as to meet up with the dynamic customers’ needs, and began adopting various social media platforms to reach out to their customers.
Advertising has grown over the years, assuming tremendous dimensions and it is common knowledge that the most effective way to promote awareness is through the media, where useful information may be conveyed to thousands of people or consumers in certain areas from a relative source. With the advent of digital technology into the advertising world in the last decade, especially in the last four to five years which has witnessed the explosive growth of a number of people using the internet, consumers’ choices have been altered, which has fostered large amounts of e-Commerce. In other words, the advent of digitization and the emergence of marketing through digital platforms compared to offline marketing have changed purchasing behaviour (Tejuosho, 2003).
Digital technologies are electronic tools, systems, devices, and resources that generate, store, or process data. Well-known examples include social media, online games, multimedia, and mobile phones. Digital technologies such as social media, multimedia, and phones are utilized to inform, communicate and educate (among other things) the target audience thereby increasing brand patronage.
However, age, sex, educational background, religion, and political affiliation among others determine the extent and how the use of digital technologies in advertisement influence audience buying habit. Other factors that determine how certain media messages will influence the consumers’ buying behaviour are the type of appeal, technique, language, and advertising medium used.
It should be noted that the way certain advertising messages will influence youths may differ from how they may influence children and adults. For instance, students of the University of Lagos, Akoka, Lagos are educated youths, who are largely exposed and more addicted to various social media platforms, so they may be influenced by an advert in a way different from youths in the rural areas who are less exposed to the different social media platforms. To this end, the study investigated the impact of digital technology on brand patronage especially detergents, and consumer behaviour with a particular focus on students of the University of Lagos, Akoka, Lagos.
1.2 Statement of the Problem
There is no doubt that the use of digital technology in promoting brand patronage is evolving daily as the various traditional medium of creating brand awareness is at their lowest ebb.
According to Varian (2013), the use of digital technology is a superior means of disseminating news and informing, creating, and promoting brand awareness. Critics have claimed that the recent upsurge in the use of digital technologies to create brand awareness is most often filled with misleading information, graphics, and videos about the product or services.
To this end, the study investigated the impact of digital technology on brand patronage especially detergents, and consumer behaviour with a particular focus on students of the University of Lagos, Akoka, Lagos.
1.3 Objectives of the Study
The following are the objectives of the study:
- To determine how digital technology affects brand patronage of detergents.
- To know the extent digital technology advertisements of the detergents affect consumer’s choice of products.
1.4 Research Questions
- To what extent has digital technology contributed to the attitudes of the consumers who use detergents?
- Will a particular brand of detergent be preferred over other detergents?
1.5 Scope of the Study
This study is focused on the influence of digital technology on brand patronage especially detergents and consumer behaviour. The research has been narrowed to examine the influence of digital technology on the publics’ patronage, with specific reference to the students of the University of Lagos, Akoka, Lagos.
However, due to the large number of people that uses the product on a daily basis; it will be very difficult if not impossible to cover all the people. Therefore, the demography factors of the users were considered before structuring and distributing questionnaires to 100 users who were the sample size of this research and such factors include educational background, age, sex, occupation, and social status. Etc.
The period of this study spans from January to June 2021, it will look at the various ways the target audience of the product has responded to digital technology advertisements. This study is centered on the Students of the University of Lagos, Akoka, Lagos.
1.6 Significance of the Study
The study on the impact of digital technology on brand patronage is significant for various reasons.
- It provides insight into how digital technology has influenced the behavior of consumers in their brand patronage decisions. With the increasing adoption of digital technology, it is important for companies to understand how to leverage it to improve brand patronage and ultimately increase revenue.
- The study can help companies develop effective digital marketing strategies that target consumers’ online behavior and preferences. With an understanding of how digital technology affects brand patronage, companies can create targeted campaigns that appeal to consumers and encourage brand loyalty.
- Equally, the study can help companies identify gaps in their current digital marketing strategies and make necessary adjustments. For instance, if the study reveals that a particular demographic group is more likely to patronize a brand based on its social media presence, companies can redirect their focus toward improving their social media engagement with that particular demographic.
- Lastly, the study can contribute to the body of knowledge in the field of marketing and digital technology. It can serve as a reference for future research on the topic and provide insights into how digital technology is shaping consumer behavior.
- Overall, the study on the impact of digital technology on brand patronage is significant as it provides valuable information that can help companies make informed decisions and develop effective marketing strategies in the digital age.
1.7 Study Gap
All the studies empirically reviewed did not indicate factors that actually serve as motivating factors for brand patronage among youths in the increasing growth of digital technology. Also, the studies did not make use of large respondents and that is why the study is intended to make use of 392 respondents. Equally, some of the studies did not use and theory while those that use theories failed to use appropriate like Technological Determinism Theory (TDT) as this is one of the relevant theories at this point in time.
1.8 Operational Definition of Terms
Impact: The force of impression of one thing on another; to have a direct effect on.
Digital Technology: These are electronic tools, systems, devices, and resources that generate, store, or process data.
Brand: A class of goods identified by name as the product of a single firm or manufacturer; a public image, reputation, or identity conceived of as something to be marketed or promoted. Majorly, this study shall focus on Detergents as representing brands.
Patronage: This refers to how students of the University of Lagos, Akoka, Lagos buy one product or service due to their exposure to its digital technology advertisements.
EFFECTIVENESS OF DIGITAL TECHNOLOGY ON BRAND PATRONAGE AMONG YOUTHS IN LAGOS STATE
Format = MS Word, Price = ₦4000, Chapter = 1-5, Pages = 73, References = Yes, Questionnaire =Yes, Table of Contents = Yes and Abstract = Yes
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