INTRODUCTION
Advertising
is one of the communication components that use symbols, music, drama, fliers,
audio, visual mass media and internet to create awareness to the audience. The
awareness in most cases leads customers to like and purchase the products for
their satisfaction. Ukaegbu (2019, p.1)on the other hand sees advertising as a
kind of communication about a product, service or idea that is goal
oriented. Without advertising according
to Abati (2016), “buyers would not be aware of the existence of products and
services”. It majorly promotes goods and services through signs, symbols,
face-to-face, mass media and internet. This is done through designed
communication strategies to sell and promote companies’ products and services
(Edegoh & Nze, 2017).
However, the effectiveness of every
advertisement is dependent on consumers which constitute the audience in the
media. These audiences flood various markets with divergent level of exposure,
interests, economic status, cultural background which appear to determine the
level of influence in the purchasing habits and patronage of the consumers.
This means that advertising stimulates consumers to products’ values and norms
leading to satisfaction, brand loyalty, economic development and mass
consumption. Mass consumption according to Abati (2106) ‘requires mass
production which in turn requires advertising to mass market through mass
media’, the internet is one of such medium.
Jumia advertising online oriented and is the
current system that creates awareness and allows consumers to make purchase on
the products online. The most frequently used form of internet advertising is
online display adverts which is known as banner ads, such ads contains text and
graphical images presented on web sites (Ajaero et al 2017).
Similarly, advertisers target consumers’ right
from where they are at the right moment when they are considering making a
purchase. This has raised the habit purchase of online products. Nelson et al
(2019) posits internet products span almost communities even though they are
not at the same level of penetration in reaching customers and products
priority. This agrees with the position of Ekhareafo & Akoseogasimhe (2015)
that online advertising enables manufacturers to wisely reach a large number of
people who tend not to be interested on their products. This turmoil of changes
today through internet advertising has influence the perception, preference and
consumers’ consumption of products. Lim (2015), Yu et al (2017), Martins et al (2018),
Nelson et al (2019) regard internet adverting as potent promotional tool for
creating, building and managing a brand, Jumia products can be seen as such
brand.
Jumia products and advertisements are
electronic commercial platform responsible for the sales of all kinds of brands
like electronics, fashion, household equipment, toys, furniture, babies, shoes,
accessories computers, phones etc. The internet platform enables Jumia connect
online with consumers who pay for product(s) and they are shipped or delivered
to him/her through a delivery man. This is done with the aid of social network
from different web sites with different names; some call it online shopping,
others see it as online buying or internet buying (Ekwueme & Akagwu 2017).
The consumers are said to be the end users of Jumia products that is why Akwasi
(2014) argues that consumers keep the production circle moving and contribute
significant part in the economic development of a nation. The ubiquitous access
of these online products no doubt has democratized the economic activities and
engagement in marketing.
Consequently, there seem to be challenges
confronting the activities of Jumia products and this may affect the perception
and the patronage of their consumers in Port Harcourt. Such challenges include insecurity;
there is no doubt that African countries especially Nigeria have experienced
several security threats, for example, Boko
Haram, Bandits, unknown Gunmen, Kidnappers and Herdsmen are wreaking
havoc and killing citizens in Northern part of Nigeria, militancy, kidnappers
are ravaging the Eastern and Southern part of Nigeria, this has not only
adversely affected the growth of Jumia markets but has threatened the peace and
affected the economic fortune of Nigeria. Hence, may influence the habits of
consumers on any online products especially Jumia since it is based on internet
exposure, purchase and deliver. For instance, a Jumia delivery man, Mr.
Chukwuma Eleje who was said to be delivering two iPhones to Jumia customers who
ordered for them through internet advertising on Saturday 28, 2017 and was
killed in a house on Ada-Goerge road, Port Harcourt, Rivers State, Nigeria. Mr.
Chukwuma was attacked and killed and his corpse was dumped in a septic tank.
This may be the reason Okolo & Nwafor (2013) note that consumers of online
products have become more passive about internet messages and products.
Again, lack of trust and confidence in
digital payment capabilities in Nigeria: All the transaction of Jumia products are
done online as such, online transactions fail on daily bases, efforts to
confirm or reverse the money, takes a lot of time and energy. Most of the
payments made for Jumia products are not received by Jumia and customers are
debited. As a result of this, customers face a lot of challenges in the bank to
get back their monies. This affects the perception and patronage of Jumia
product by customers. It could also be the major reason New York Stock Exchange
(NYSE) in 2019 announced according to Olaoluwa (2019) that “Africa’s e-commerce
giant, Jumia faced challenges to survive several troubles that have threatened
to bring its knees down.
These competitions in online markets seem to
have changed the Jumia’s pattern of advertisements to intensive and strategic
one hence; it promises price reduction, interaction with customers, quick
delivery and satisfaction. Thus; “Shop online with great ease at Jumia”. “Enjoy
the best price, doorstep deliver, genuine items and a large selection”. “Shop
on the Jumia app today, enjoy 15% off your order”. “With Jumia, you open door
to savings and convenience”. “Enjoy the
best offers on over 14 million products, all your shopping needs are covered in
Jumia”. Jumia, Nigeria is number 1 online shopping destination with the largest
collection of electronics, smart phones, groceries, and computers.
In the light of the insecurity, killings
especially in Port Harcourt, failed online bank transactions, delay in
delivery, competition in online products and persuasive internet advertising of
Jumia products, how does Port Harcourt residents patronize Jumia product? It is
on these bases that the study seeks to investigate Jumia advertising and
product patronage among Port Harcourt residents in Rivers State.
Statement of Problem
Any
society without effective and efficient consumers’ demand for goods and
services faces information and economic crises. There is a remarkable paradigm
shift in the media communication and advertising around the world, this
according to Okolo, et al (2018) “is made possible by the evolution of internet
advertising”. Internet is proven to be the right oracle for attention driven of
products. Jumia is an electronic platform that target over 12 African countries
to sell all forms of goods and services. It uses its online adverts display and
texts to provide and persuade customers to interact, make choice, purchase and
products delivered to their comfort zone with less cost. This makes it
effective and reliable, Okolo et al (2018) buttress the reliability of internet
advertising as interactive platform whose feedback mechanism allows the
audience to make their complaints and contribute to advertising information
adjustments leading to the improvement of the products and services.
Again, Port Harcourt is one of the state
capitals in Nigeria with large population, hence, the sale of Jumia products is
inevitable. However, consumers in Port Harcourt seem not to give adequate
patronage to Jumia products after exposure to their internet advertising
following the killing of Mr. Chukwuma Eleje at Ada-Goerge road. Not only that Jumia’s
nonchalant concerns to customers’ whose transaction failed in the bank and
delay in delivery of products may also result in low patronage of Jumia
products. It is based on these that the
study seeks to investigate Jumia advertising and product patronage among Port Harcourt
residents, Rivers State, Nigeria.
Objectives of the
study
The following are the objectives of the study which
are to;
1.
Investigate
the level of exposure of Port Harcourt residents to Jumia internet advertising.
2.
Identify
the influence of Jumia internet product advertising on Port Harcourt residents.
3.
Determine
the challenges of Jumia internet advertisement and product patronage among Port
Harcourt residents.
Research
questions
1.
What
is the level of Port Harcourt residents exposure to Jumia internet advertising?
2.
What
is the influence of Jumia internet product advertising on Port Harcourt
residents?
3.
What
are the challenges of Jumia internet advertisement and product patronage among
Port Harcourt residents?
Conceptual Review
Internet Advertising
Among
all the media of advertising, internet is the most emerging media; this is
because of its convenient, interactivity and unlimited line of operation.
According to Ohiagu (2012) internet is an abridge usage of the name
international network of millions of computer networks, worldwide. Internet
according to Hasan (2016) is information superhighway that uses internet and
world wide in order to deliver marketing message and attract customers. It has
changed the way people think, act and feel, in fact, it is the turning point in
the history of communication.
O’Guim, Allen and Semenik (2006) observe
that:
the internet will not be replaced by
other forms of advertising. Nor is it even likely that many activities will use
the internet as the main method of communicating with a target audience. But
like Pepsi and BMW, advertisers are discovering ways to use the internet as a
key component of integrated brand promotions… we will come to a better
understanding of how to use the internet as part of an effective overall
advertising and integrated promotion effort (p.561).
The
internet has the capacity of educating, informing, entertaining and influencing
customers with a special quality of being contagious and outreaching influence
which traditional media lack (Asogwa & Samuel, 2017). The crux of internet advertising is to target
group’s positive ideas about an entire organization’s products or service in a
bid to persuade them to patronize them (Ohiagu, 2012). Little wonder people move from a predominated
individual’s lifestyle and are instigated by the new wave of social experience
which McLuham earlier called global village where people are connected
worldwide through participation in smaller communities (Asemah, Nwammuo& Uwaoma,
2017, p.229).
Usually, internet advertising has an online
display of products on a web page. Hasan (2016) avers that it combines colours
imagery, page layout and other elements to attract prospective consumers
attention. Okunna & Omenugha (2012) see internet advertising as websites
displays of information about a company product and idea advertisement and
services that consumers (audience) oriented. One remarkable thing about
internet advertising is the immediacy of the information. Internet advertising
has revolutionalised the processes of communication into interactive dialogue
among individuals, organization and countries. This is done through blogs,
websites, videos, pictures and user generated media (Asogwa & Samuel 2017).
These allow consumers with options and
choices about what they can use as a starting page when they access the
internet. This supposed why Okunna et al (2012) call internet advertising a
“pull model” as consumers pull and patronize only the information about a
product they want. These information are contextual advertising on search
engine result pages, like banners ads, advertising networks and e-mail
marketing which are limited to time, space and location. (Hasan, 2016). These marketing
environments are the driving force of the dynamism in advertising and promotion
of products. Belch & Belch (2001); Ekhareafo & Ajala (2017) proclaim
that the advances in the have led to dramatic growth of communication through
interaction media particularly the internet. This affirms Asemah et al (2017)
position that internet advertising has improve human interactions and created
social change.
Audience Patronage of
Jumia Products.
Products
users patronage and brands are said to differ according to the consumers level
of interaction and exposure on the media. Research generate classification of
checking the extent of consumers’ patronage by building brands image as they
like and share the idea of the products online. This encourages the consumers to
participate hence, making them to like and patronage the products. This
complete involvement is usual without considerable stimulus. It favours analytical precision and
sequential ordering as they are usually abhor linear and logical through sense
of sight, sound and text about the products (Akpan, 2010). Palvou & Steward
(2009) argue that consumers’ perception and patronage on products are based on
the advantage of interaction and change them learn from internet. Again, the
effectiveness, credibility and reliability of Jumia internet advertising makes
customers to feel and express concern and likeness for the products.
Corroborating (Ekhareafo’setal (2017) views,
consumers now experience new marketing environment which has changed and
revolutionalised their purchase habits. This is affected by the degree of
amusements and information awareness which internet offers to its audiences.
Users and consumers usually have the opportunity to interact actively with the
advertisers on their page allowing them to like, share adverts and view who
else like or shared such adverts (Logan, Bright & Gangaharbatta, 2012). It
is the internet advertising that initiated this and spread the brand of
attractions. This advancement in internet communication predicted by Marshall
McLuham has changes collective cognitive process of society at (Asemah et al
(2017).
Jumia products are patronized in over 30
African countries and its market is about 100% internet, hence, building a
digital Africa, connecting Africans with each other bringing consumers goods,
ideas and services to all in one point at the comfort of one’s home. The giant
stride is achieved through the internet advertising. This is why Akpan (2010)
notes that every communication activity has to flow with trend in information
and communication technology world to achieve meaningful results in a global
society.
Empirical Review
Akpan
and Epepe (2019) examined “The Awareness and Usage of Online Advertising
Channels by Small Business Owners in Select Cities in Nigeria”. The aim was to
find out the level of online advertising awareness among small business
owners/managers in Nigeria. The study adopted survey research design with a
population of 2,809 business listed on V-connect in Delta, Lagos, Taraba and
Anambra states. It employed 281 sample size and adopted questionnaire as the
instrument of data collection. The study found that there is relative low
online advertising awareness level in small business.
Okpanachi, Ezeji and Asemah (2017)
investigated “The Determinants of Brand Loyalty Among Residents of Jos,
Nigeria. The study adopted survey research design with the 1,008,447 population
with the sample size of 432. The study employed questionnaire as the instrument
of data collection. The study found that consumers are loyal to a particular
brand of products. This is because the products were able to use certain
techniques to arrest the attention of the consumer and they become loyal to
such product. This is because the product advertisement was able to use certain
techniques to arrest the attention of the consumers and they become loyal to
such a product.
Nyekwere, Okoro & Azubuike (2014)
examined the “Assessment of the Use of Social Media as Advertising Vehicles in
Nigeria: A Study of Face book and Twitter”. The aim is to identify if social
media sites such as face book and twitter are utilized for advertising in
Nigeria. They adopted survey research design and used questionnaire as the
instrument of data collection. The study revealed that face book and twitter
are actually used as advertising vehicles in Nigeria and that companies use the
sites mostly to post their news about products and their uses.
Chukwu and Uzoma (2014) investigated ‘The
Impact of Social Media Networks on Consumer Patronage in Enugu, Nigeria. Astudy
of Jumia and Konga limited. The study adopted survey research design with the
population of 15, 555,155 and sample size of 400 using Yamane’s sample size
determination. Chukwu and Uzoma (2014) found that there is a significant
difference in the perception of the entire consumers and the consumers’
patronage of online retailers’ business.
Akhareafo andAjala, (2017) examined “The
Influence of Promotional Strategies on the Patronage of Indomie and Dangate Noodles”.
The researchers adopted survey research design with sample size of 400, they
equally employed questionnaire as instrument of data collection. The study
revealed that indomie promotional strategies are more effective than Dangote
noodles in the area of the study. The study further shows that the various
promotional tools when used appropriately often influence desired response from
consumers.
Akagwu and Nehemiah (2017) investigated “The
Influence of Online Marketing of Jumia and Konga Consumer Purchasing Behaviour
Among Kogi State Residents of Nigeria”. The study employed survey research
design with a sample size of 364. The researchers adopted questionnaire as the
instrument of data collection. The study found that a lot of individuals are
aware of online marketing, especially the youths. It further revealed that
people shop online majorly because of the convenient and time saving.
Ajaero, Uzodinma, Nwachukwu &Odikpo
(2017) studied “The Influence of Online Display Advertising on Students’
Patronage of Products in Selected Universities in Enugiu State”. The
researchers employed survey research design with a sample size of 380 students
of Univeristy of Nigeria, Nsukka, Enugu State University of Science and
Technology and Godfrey Okoye University in Enugu State. It adopted
questionnaire as the instrument of data collection. The study found that students are aware of
internet advertising and significant amount of patronage on the products exist
as a result of the awareness of the adverts.
Owolabi (2011) examined “The Customer
Attitude Towards Internet Advertising and Online sales: A Study of MTN, Nigeria”.
Owolabi (2011) adopted survey research design and questionnaire as the major
instrument for data collection. The study found that there is significant
relationship between perfect knowledge (entry and exist) about market situation
concerning internet facilities and exact information on consumers’ behaviour on
e-commerce. It also revealed that high cost of providing information
scientifically through internet adverts affect customer behaviour especially in
the local communities where more illiterate consumers reside.
Nwakwu, Nwankwo & Nwafor (2017) studied
“The Knowledge and Patronage of Online Advertising Products among Social Media Users
in South-East Nigeria “. The researchers employed 385 sample size and used
questionnaire as the major instrument of data collection. The finding of the study shows that
advertising and patronage among social media users in South-East, Nigeria is dependent
on their social media use and that their level of knowledge about online
advertising is not significantly dependent on the actual patronage of the
advertised products and services.
Nyeruda (2016) studied the consumer
perception, attitude and patronage towards the purchase of imported versus
locally-produced apparel in Nairobi, Kenya. The study adopted survey research
design and found that local apparel and imported clothing are perceived in more
or less the same standard by the consumers.
There was a common relationship between consumer ethnocentrism and
attitude towards locally made apparel and imported clothes.
Okolo, Okafor, Obikeze & Nduka (2018)
investigated “The Influence of Online Advertising on Consumer Brand Awareness
and Patronage of Financial Institutions in Enugu: A study of United Bank for
Africa (UBA).” The study adopted questionnaire as the major instrument of data
collection and found that online advertising has much influence on customer
brand awareness of UBA products. It further revealed that online advertising
has no significant influence on consumer purpose behaviour.
In the study of Evans (2009), ‘Online Advertising
Industry: Economic, Evolution and Privacy’. He employed survey research design
and found that every advertising website attract viewers for potential
inventory. The internet users often generate video site like YouTube, social
network site like blogs that offer advertising space to brand products for
display to attract consumers.
Akwasi (2014) investigated “The Effects of
Advertising on Consumer Buying Behaviour with Reference to Demand for Cosmetics
Products in Bangalore, India” with a sample size of 100. The finding of the
study revealed that advertising significantly affect the expenses customers
incurred on cosmetics products but much influence on the purchase of cosmetics
products results from ones income or pocket money that is available and that
factors like price of products, the brand and other people’s recommendation
concerning the product play important role.
Theoretical framework
Uses and Gratifications
Theory
Uses
and Gratification Theory is one of the limited effects theories propounded by
Elihu Kats in 1974 when he tries to come up with the notion that audience
members use the media to their benefits. Although, Asemah et al (2017) posit
that the theory was later expanded by Katz and his friends; Jay Blumler and
Micheal Gurevict in 1989.
Uses and Gratifications theory is said to
originate from the functionalist perspective on mass media communication. Uses and Gratifications theory is used to
prove that audience members are no longer passive but active users of media
contents. This supposed that every audience or media user has motives for
exposing or using one medium instead of the others. It seeks to understand why
people actively seek to go after certain forms of media to seek specific need
(Asemal et al (2017). It explains the function a particular kind of media
content serve a particular audience at a particular circumstance. This is why
Wimmer&Domick (2000) view Uses and Gratifications theory as media consumer
which points the benefits people seek and derive from their media behaviour.
In most cases the consumers choose media
content like the internet advertising, they make meaning of the contents and
act on it by way of buying. This means that consumers active and independent.
This implies that consumers of Jumia products who expose themselves to internet
advertising have benefits they derive from such exposure. This allows the
consumers to participate and interact with the advertisers on one-on-one bases
thereby expanding their business scope and interest in certain products.
According to Okon (2001), audience members have various gratifications from
media use. One can infer that those who shop online compare products prices and
decide on what products to shop. Corroborating Kur’s (2003,p. 34) view,
audience members do not passively wait for media messages to arrive, but
actively and deliberately seek out forms of content that provide them with
information that they need, like and use them.
RESEARCH METHODOLOGY
Research design
This study adopted
the survey research design, with the questionnaire as instrument of data
collection. According to Ohaja (2003,
p.11) survey is the characteristics of a sample through questioning. The
questioning helps the researcher to make generalizations concerning the
population of interest. The use of survey research design in this study is
necessary because the design is used to investigate respondents on the
information required to assist the researchers draw conclusions from the
sampled elements in the population.
Population
The
population of this study comprised residents of Port Harcourt, River’s
state. Port Harcourt has two local
government areas; Port Harcourt City and Obio/Akpor local government areas.
However, Port Harcourt has a total of 3, 171 000 at annual growth rate of 5.00%
in 2021 according to National Population Census (NPC) in 2021 http://www.macrotrends,net.Therefore,
the population of the study is 3, 171, 000.
Sample
size: To
determine the sample size of the study, Krejecie and Morgan (1970) sample size
template was used. Given that the population of the study is 3, 171, 000, the
corresponding value in the table is 384. The sample size is therefore, 384.
Sampling techniques: The multi-stage
sampling technique was used be to get respondents for the survey. The purposive
sampling was used to select participants who were aware of Jumia internet
advertising and use Jumia products. In view of this, therefore, the stages of
sampling for this study were thus:
Stage one: The study focuses on;
Port Harcourt City and Obio/Akpor.
Stage two: From each of the two
local government areas, communities were purposively selected from each of
them. In Port Harcourt City, we have Diobu, Oroworokwo, Port Harcourt town,
Rebisi and Amadi-Ama/Abuloma. In Obio/Akpor local government area, we have,
Akpor, Aboh, Rumueme, Okoronugu, Rumuokorosi. The selected communities have a
total of 193, 135 residents. The reason for selecting them was born out the fact
that these communities have more residents with.
Stage three: At this final stage,
respondents were selected using the simple random sampling technique.
Respondents were selected at an every interval of three of the streets in the
communities selected.
Also, the proportionate sampling technique
was used to administer the questionnaire to the various streets in each of the
communities selected. A total of 384 representation of the proportionate
distribution of copies of the questionnaire to respondents based on population
distribution in the study. And out of the 384 administered questionnaire, 381
were retrieved and considered for the study. These respondents were Jumia
products customers like public servants, bankers, students, pensioners, stock
brokers, housewives, businessmen, etc.
Measuring
instrument
The study adopted
questionnaire as the measuring instrument. It has 20 well structured items
administered directly to the consumers of Jumia products in Obio/Akpor and Port
Harcourt city local government areas. The items on the instrument were
constructed into two parts. The first part contains the bio data of the
consumers while the second part interrogated the consumers exposure on Jumia
products and patronage.
The instrument
consists of nine items on a modified liket scale of Strongly Agree (A)= 4,
Agree (A)=3, Disagree (D)=2 and Strongly Disagree (SD)=1. To arrive at the
decision of respondents on each of the questionnaire item, the decision rule
adopted is taken as: 4 + 3+2+1=10/4=2.5. This implies that responses on any
questionnaire item ranging from 2.5 above shows that all respondents agreed a
particular statement is true. It has two items on yes and no., one item on
exposure and no exposure, one item on access to internet and no access to internet.
One item what product that captures attention most. The instrument has one item on like and no
like, one item on patronage and no patronage, two items on very often, often
and never. The instrument equally has one interview item to customers’ experiences
and views about Jumia products in Port Harcourt.
FINDINGS AND
DISCUSSION
The
study explores Jumia internet advertising and Product Patronage among Port
Harcourt Residents, Rivers State. It adopted survey research design. It found
that Port Harcourt residents significantly exposed themselves to Jumia internet
advertising. The respondents’ sample in the study, agreed they adequately
exposed themselves to Jumia product internet advertising.
This answers the research
question one (RQ1): what is the level of Port Harcourt resident’s exposure to Jumia
internet advertising? The finding is similar to the finding of
Awolabi (2011) and Anayanwu, Abiodum & Ilma (2018). Awolabi (2011) had
examined the customer attitude towards internet advertising and online sales: A
study of MTN, Nigeria. He found that there is significant relationship between
perfect knowledge (entry and exist) about market situation concerning internet
facilities and exact information on consumers’ behaviour on e-commerce. This is
because of the exposure gotten from the products online. Anyanwu, Abiodum &
Ilma (2018) studied the online advertising influence for promoting preference
for E-shopping in Lagos, Nigeria: A study of Jumia.
The study found that there is a significant
number of the respondents exposed themselves to online adverts of brands on
online shops. Nyekwere, Okoro & Azubuike (2014) examined the ‘assessment of
the use of social media as advertising vehicles in Nigeria: A study of Facebook
and twitter’. The study revealed that Facebook and twitter are actually used as
advertising vehicles in Nigeria and that companies use the sites mostly to post
their news about products and uses.
To answer research
question two (RQ2): What is the influence of Jumia advertisement and product patronage
among Port Harcourt residents? The study found that the Port Harcourt residents
are influenced on displays of discount and promise placed on Jumia products on Jumia
advertising. Significant numbers of the respondents agreed that Jumia products
are patronized on the account of discount and promise on Jumia advertising. The
finding is very much in line with the finding of Okolo et al (2018), Akhareafo &
Ajala, (2017) Okpanachi, Ezeji & Asemah (2017) and Okolo, Okafor et al (2018) investigated the
influence of online advertising on consumer brand awareness and patronage of
financial institutions in Enugu: A study of United Bank for Africa (UBA). They
found that online advertising has much influence on customer brand awareness of
UBA products.
Akhareafo & Ajala, (2017) examined the
Influence of Promotional Strategies on the Patronage of Indomie and Dangate Noodles.
The study revealed that indomie promotional strategies are more effective than
Dangote noodles in the area of the study. The study further shows that the
various promotional tools when used appropriately often influence desired
response from consumers. Okpanachi, Ezeji & Asemah (2017) investigated the
determinants of brand loyalty among residents of Jos, Nigeria. They found that
consumers are loyal to particular brand of products. This is because the
producers were able to use certain techniques to arrest the attention of
consumers to become loyal to such products. Akwasi (2014) investigated the
effects of advertising on consumer buying behaviour with reference to demand
for cosmetics products in Bangalore, India. He found that the advertising
significantly affects the expenses customers incurred on cosmetics products but
much influence on the purchase of cosmetics products results from ones income
or pocket money that is available and that factors like price of products, the
brand and other people’s recommendation concerning the product play important
role.
To answer
research question three (RQ3): What are the challenges of Jumia internet advertisement
and patronage of Jumia products among Port Harcourt residents? It was found that
the search for required products and payment of Jumia products as a result of
network failure and challenges in internet connections are the major problems
of internet advertising and patronage of products among Port Harcourt residents.
This is related to the findings of other scholars. Owolabi (2011) examined the
customer attitude towards internet advertising and online sales: A Study of
MTN, Nigeria. He found that high cost of providing information scientifically
through internet adverts affects customers behaviour especially in the local
communities where more illiterate consumers reside.
CONCLUSION
This
study investigated Jumia internet advertising and product patronage among Port
Harcourt residents. The study confirmed that Port Harcourt residents are influenced
by the displays of discount and promise placed on Jumia products online. This means that information about Jumia
products advertised online influence Port Harcourt residents who exposed themselves
to Jumia products. This is where the Uses and Gratification takes effect. Port
Harcourt residents significantly choose and exposed themselves to the Jumia
products adverts online because they believe it serves the purpose of their
needs.
It is therefore important to note that, in
every market environment, the media like the internet helps to shape and
influence customers’ patronage on products especially when products are
available and promises discount on every purchase. Jumia internet advertising of
products therefore significantly influence Port Harcourt residents.
Recommendations
1.
Port Harcourt residents should be
mindful of the contents of internet advertising of Jumia products.
2.
Port Harcourt residents should
compare the quality of other products from the markets with that of the Jumia
products display to them on the internet for awareness.
3. Jumia should work on its sites to
facilitate the easy online payment and ensure quick delivery of its products to
the customers
REFERENCES
Abati,S.
B. (2016). Impact of political advertising on Nigeria electorate. International Journal of Social Science
and Humanities Research.4(2), 221-228.
Ajaero,
I. D. Uzodinma, U. K. Nwachukwu, C. & Odikpo, N. (2017). Influence of
online display advertising on students’ patronage of products in selected
universities in Enugu state. International
Journal of Communication Study Forum, 2(1). 182-199.
Akpan,
C.S. & Epepe, U. D. (2019). Awareness and usage of online channels of small
business owners in select cities in Nigeria. The Nigerian Journal of Communication, 16(2), 499-522.
Akpan,
I. (2010). A tetradic discourse of multi-model development challenges of
advertising practice in Nigeria. In E. Soola, H. Batta& C. Nwabueze (Eds.).
Communication and African’s development crisis. Essays in honour of Prof. Del
Wilson. 55-63.
Akwasi,
A. (2014). Effects of advertising on consumer buying behaviour: With preference
to demand for cosmetic products in Bangalore, India. Journal of New Media and Mass Communication, 27, 48-67.
Anyanwu,
G., Abiodum, S.& Ilma, N. (2018). Online advertising influence for
promoting preference for E-shopping in Nigeria: A study of Jumia. Academy of Strategic Management Journal, 17(6),
1-9.
Asemah,
E.S., Nwanmuo, A.N. &Nkwam-Uwaoma, A. O. A. (2017). Theories and models of E-communication revised edition. Matkol
Press.
Asogwa,
C. E. & Samuel, O. (2017). Usage of new media technology channels among
undergraduates of Kogi state university, Anyigba, Nigeria. Novena Journal of Communication, 4, 167-182.
Chukwu,
B. I. & Uzoma, I. C. (2014). Impact of social media networks on consumer
patronage in Nigeria. A study of Jumia and Konga Nigeria limited. European
Journal of Business and Management, 6(30), 63-70.
Edegoh,
L. O. N. & Nze, U. N. (2017). Political
advertising. The Macmillian Press Ltd.
Ekhareafo,
D. & Ajala, M. (2017). Influence of promotional strategies on the patronage
of indomie and Dangote noodle, Novena
Journal of Communication 3, 106-121.
Ekhareafo,
D. & Akoseogasimle, I. M. (2017). A textual analysis of 2015 presidential
election advertisements in selelcted Nigerian newspapers. Journal; of MCC, 1(1), 149-176.
Ekwueme,
A, & Akagwu, A. (2017). The influence of online marketing of Jumia and
Konga on consumer purchasing behaviour among Kogi State residents of Nigeria. Global Journal of Human-Social Science: An
Art & Humanities- Psychology, 17(6).
Evans,
D. S. (2009). The online advertising industry: Economic, evolution and privacy. Journal of Economic Perspective, 23(3), 37-60.
Hasan,
S. (2016). Mass communication principles and concept. (2nd ed.). CBS
publishers & Distributors PVT
Ltd.
Krejcie, R. V. & Morgan, D.W. (1970). Determining sample size for research
activities. Educational and psychological measurement. http:/www.kenpro.org/sample-size-determination.
Logan,
K., Bright, L. F. & Gangadhartla, K. K. (2009). New media: A critical introduction. Routledge.
Martins,
J., Costa, C., Oliveria, T., Goncalves, R. & Barco, F. (2018). Hos
smartphones advertising influences consumer’s purchase interaction. Journal of Business Research 1(2).
Nelson,
O. Salawu, A. Anyanwu, G. & Amodu, L (2019). Online advertising influence
for promoting preference for E-shopping in Nigeria; A study of Jumia. Academic of Strategic Management Journal,
17(6), 23-34.
Nwokwu,
H.I, Nwankwo, S.U. & Nwafor, K.A. (2017). Knowledge and patronage of online
advertised products among social media uses in South-East Nigeria Middle-East Journal of Science Research 25(4), 690-702.
Nyaruda,
A. C. (2016). Consumer perception,
attitude and patronage toward purchase of imported versus locally-produced
apparel in Nairobi, Kenya. (Unpublished master dissertation), University of
Nairobi, Kenya.
Nyekwere,
E. O., Okoro, N. & Azubuike, C. (2014). An
assessment of the use of social media as advertising vehicles in Nigeria: A
study of face book and twitter. https://www.iiste.org/journal/index.
Ohiagu,
O.P. (2012). Internet: The 21st century medium for public relations
and advertising practice in Nigeria. In M. Mboh, & H. Batta, (Eds.). The companion to communication and
development issues. Essays to honour Prof. Del Wilson. (405-421) BSM
Resources Ltd.
Okolo,
N, Nwafor J,N., Obikeze, C. & Nduka, C. (2018). Influence of advertising on
consumer brand awareness and patronage of financial institution in Enugu: A
study of United Bank of Africa (UBA). Global
Science Journal, 6(8), 452-484
Okolo,
V. O., Okafor, J.N., Obikeze, C.O. & Nduka, C. (2018). Influence of online
advertising in consumer brand awareness and patronage of financial institution
in Enugu: A study of United Bank for Africa UBA. Global Scientific Journal, 6 (8), 452-484.
Okon,
G.B. (2001). Basic dimension in mass
communication. Soteria Publishing.
Okpanachi,
R.A., Ezeji, A. O. & Asemah, E. S. (2017). Determinants of brand loyalty of
Jos, Nigeria. Nevona Journal of
communication, 4, 167-177.
Owolabi,
U. A. (2011). Customer attitude towards internet advertising and online sales: A
study of MTN, Nigeria.
Pavlou,
M. & Steward, L. (2009). An experimental study of relation between online
engagement and advertising effectiveness. Journal
of Interactive Marketing, 23(4), 321-331.
Ukaegbu, M. I. (2019).Economic and social issues in advertising and public relations. Port
Harcourt: Josime Printers and Publishers.
Ukaegbu,
M. I. (2019). Basic principles and
concepts of advertising. Port Harcourt:
Josime Printer and Publishers.
Wimmer,
R. C.& Dominick, J.R. (2011). Mass
media research. An introduction (9th ed.). United States. An international edition.
Yusuf,
F. & Daniel-Naf, F. (2015). Social and behavior change communication
intervention tools. In S. Iyorza (Ed.).
Social change communication: Principles, practice and perspectives. B2 publication. 95-117.
