DIGITAL ADVERTISING EXPOSURE AND ONLINE PURCHASE INTENTION OF FAST-MOVING CONSUMER GOODS AMONG YOUTHS IN PORT HARCOURT

Abstract

This study examined the relationship between digital advertising exposure and online purchase intention of fast-moving consumer goods among youths in Port Harcourt, Rivers State. A correlational design was adopted for the study. The population comprised youths aged 18–35 years residing in Port Harcourt who are actively exposed to digital advertising. A sample size of 384 respondents was selected using convenience and purposive sampling techniques. Primary data were collected through a structured questionnaire, which was administered both online and physically. The data collected were analyzed using inferential statistical tool of Pearson Product Moment Correlation with the aid of the Statistical Package for Social Sciences (SPSS). The findings revealed that digital advertising exposure has positive and significant relationships with social influence factors, perceived risk and perceived value of fast-moving consumer goods among youths in Port Harcourt. The study concluded that digital advertising exposure has a positive and significant relationship with the online purchase intention of fast-moving consumer goods among youths in Port Harcourt. Thus, digital advertising plays a critical role in shaping youths’ purchase intentions in the digital marketplace. Therefore, the study recommended that marketers intensify targeted digital advertising, design engaging and mobile-friendly advertising content, and provide credible information to enhance youths’ confidence in online purchasing. The study contributes to marketing literature by providing empirical evidence on the influence of digital advertising on consumer purchase intention within a developing economy context.