Determinants of Online Advertising Effectiveness in Nigeria : Implications for Consumer Buying Behaviour

The use of online advertisement in media industry is increasing, and marketing enterprises in Nigeria are more and more embracing the internet as a communication strategy. However, few studies have considered the factors that influence internet advertising success in Nigeria, and studies that investigate how online advert influences buyers’ decision are relatively scarce. This study therefore, examines the determinants of effective online advertisement and how they affect online shopping behaviour in Nigeria. A survey approach was adopted to purposively collect data from 200 consumers that must have at any time visited and shopped at any online shopping malls on the Internet. The survey questionnaire was used to collect primary data from respondents. The data collected was analyzed based on simple percentages, frequencies, and cross tabulation. The core findings revealed that internet surfing skill, ease of website access, advert content, location of advert on the web page, and the quality of advertised products are the major determinants of successful online advertisement. These factors also influence shoppers buying behaviour. As part of recommendations, there is need to provide adequate information content, affordable internet facilities and secured internet platforms to facilitate online purchase decision