Influence of Digital Advertising Messages on Purchase Behaviour of Product Consumers in Benin-City Edo State Nigeria

This study examines the purchase behaviour of product consumers in Benin-City Edo State in Nigeria to digital advertising messages in order to determine the level of influence it can have on them. It highlights how digital advertising messages can arouse the interest of the prospects. Data were obtained through two major sources: primary and secondary. The primary data were collected through survey research method while the secondary data were gathered through existing information in books, journals, magazines, newspapers, catalogues and the Internet. The data were subjected to scrutiny in order to ascertain their veracity and validity. The results show that the influence of digital advertising messages is not significant to purchase behaviour of the respondents. The conclusion is that the stakeholders in the advertising industry should provide viable information to the mass society on how to react to digital advertising messages in order to impact positively on prospects during their day-to-day market genre. It is recommended that future research in this area of human endeavour should seek to investigate how stakeholders in advertising industry should perceive and address consumers' trends.