Adelabu Omowale (PhD), Becky Utulu


This paper looked at the influence of online advertisement on consumer brand preference. The objectives of the study were examined to determine the extent to which consumers are exposed to the online advertisement of brands of products and services, determine the attitude of consumers towards the online advertisement of brands of products and examine the extent to which consumers are influenced by their exposure and attitude towards online advertisement in their preference for brands of products. The study was anchored on Uses and Gratification and Persuasion Theories. A survey method with the use of a questionnaire was adopted to gather data from Federal Polytechnic Ede students. Purposive sampling techniques were used to gather data from 241 respondents. The result showed that the preference rate of brands of product among Federal Polytechnic Ede students is as a result of their exposure to the various online platforms. The study concluded that the use of the various online platforms by advertisers to display their products does not only provide mere information about the products but also goes a long way in influencing brand preferences by consumers. Also, it would be of great advantage for advertisers to note that a strong brand builds on quality will help to enhance customer's satisfaction and confidence in their preferences and purchasing decisions as well as provide value to the advertisers by enhancing competitive advantage.


Online, advertisement, brand, consumer, preference and influence

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