INFLUENCE OF WEB ADVERTISING ON CONSUMER BEHAVIOUR IN MAIDUGURI METROPOLIS, NIGERIA

The study investigates the influence of web advertising on consumers in Maiduguri Metropolis. 150 questionnaires were distributed randomly to respondents scattered in the two Local Government Areas that made up Maiduguri Metropolis. 139 questionnaires were completed and returned. The study discovered that majority 100(71.94%) of the respondents said their disposition towards web advertising was positive. Minority 39(28.06%) of the respondents said that their disposition towards web advertising was negative. 102(73.38%) of the respondents said their attitude towards web advertising was informative. The study, also find out that majority 42(30.22%) of the respondents said web advertising influences them to use some of the products and services. A total of 32(23.02) of the respondents reported that web advertising only influences them to plan for their future purchase. Furthermore, another 22(15.83%) of the respondents said that webadvertising influences them to purchase some of the products and services. The study revealed the challenges encountered while purchasing what consumers see advertised on the web, these include; erratic electricity supply, lack of accessto internet, services not provided as advertised, fraud and products were delivered in bad conditions. The study then concluded that the influence of web advertising on consumers over other forms of advertising would continue to increase, because of its’ interactive nature, the global platform it presents to companies that advertised on it and the opportunities offered to consumers to purchase goods and services throughonline.