Academy of Strategic Management Journal (Print ISSN: 1544-1458; Online ISSN: 1939-6104)


Online Advertising Influence for Promoting Preference for E-Shopping in Nigeria: A Study of Jumia

Author(s): Glory Anyanwu, Okorie Nelson, Abiodun Salawu

This study examines the influence of online advertising for promoting preference for online shops in Nigeria. The thrust of this study was to find out how online advertising has contributed to the preference for the service delivery of Jumia. Online customers are continually looking for new products, new engaging quality and the most critical thing being value similarity with their financial plan. The survey method was employed in order to elicit the opinions of 306 respondents’ residents in Lagos State, Nigeria. Data collected were analyzed using the correlation analysis and Somer D symmetric measure. The result indicated that a significant majority of the respondents were exposed to online adverts of brands on online shops. Also, the study recommends that online advertising should be adopted by advertisers to strengthen brand promotion for goods and services. 

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