ONLINE ADVERTISING AND CONSUMERS’ PATRONAGE OF FEMALE WEARS IN PORT HARCOURT METROPOLIS

EWANLEN, Donald O.
Department of Entrepreneurship and Marketing
Federal University Otuoke Bayelsa State
ewanlendo@fuotuoke.edu.ng
UCHENNA, Amarachi Glory
Department of Entrepreneurship and Marketing
Federal University Otuoke Bayelsa State
ABSTRACT
This study examined effect of online advertising on consumers’ patronage of female wears in Port Harcourt
metropolis. The specific objectives of the study are to evaluate effect of social media advertising, email
advertising and mobile advertising on customers’ purchase behaviour. The study formulated and tested
three hypotheses. An explanatory research design was adopted in study. The population of study comprised
residents of Port Harcourt metropolis. A sample size of 500 residents participated in the study. A structured
questionnaire served as the research instrument. The formulated hypotheses were tested using one way
ANOVA, Pearson correlation, and linear regression. The Statistical Package for Social Sciences (SPSS)
version 23 served as test statistic. The study found that social media advertising, email advertising and
mobile advertising significantly affect customers’ patronage of females wears in Port Harcourt metropolis.
Thus, the study concludes that customers’ reliance on online advertising significantly enhance patronage
of female wears; and recommends that marketing firms of female wears that seek enhanced patronage of
their female wears should in addition to the traditional advertising methods, integrate online advertising
into their advertising.
Keywords: Consumers’ Patronage, Female Wears, Nigeria Consumers, Online Advertising