Digital Advertising Dynamics and Consumer Purchase Intention: A Comprehensive Analysis of Smartphone Users in Ogbomoso, Oyo State, Nigeria

Abstract

The digital landscape in Nigeria has undergone a seismic shift, driven by increased internet penetration and a youthful, technologically inclined population. This research investigates the role of online advertising, specifically social media and email marketing on the purchase intentions of smartphone users in Ogbomoso, Oyo State. Adopting a descriptive research design, the study utilized a structured questionnaire to gather data from 100 active and intending smartphone users, representing diverse socio-economic backgrounds. The theoretical framework integrates the Elaboration Likelihood Model (ELM) and the Theory of Planned Behavior (TPB) to map the psychological pathways from ad exposure to behavioral intent. Empirical findings revealed a statistically significant influence of online advertising on purchase intention, supported by Analysis of Variance results (F (17, 83) = 54.534, p < .001). Social media advertising demonstrated a moderately positive and significant correlation (r = .398, p = .004) with consumer purchase behavior. Key moderating factors, including ad relevance, digital literacy, perceived credibility, and prior online shopping experience, were found to amplify the effectiveness of digital marketing interventions. The study concludes that while digital platforms are primary research channels, conversion in the Nigerian market is heavily mediated by trust and the "Nigerian Paradox," where high aspirations for premium devices meet significant economic constraints. Strategic recommendations emphasize the need for hyper-localization, transparent branding, and the optimization of mobile-first consumer journeys to capture the evolving Nigerian digital market.