Article Per Year (5 Year)
p-Index From 2020 - 2025
0.408
P-Index
This Author published in this journals
All Journal Logika : Jurnal Penelitian Universitas Kuningan PERSPEKTIF
Ijeh, Patrick Nkemdilim
Unknown Affiliation
Agriculture, Biological Sciences & Forestry Humanities Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
A Discourse on Celebrity Influence on Consumers Patronage of Telecommunication Service Providers in Nigeria Oghiagbepha, Oghenekevwe; Ijeh, Patrick Nkemdilim; Ufuophu-Biri, Emmanuel
LOGIKA : Jurnal Penelitian Universitas Kuningan Vol 15 No 01 (2024)
Publisher : Universitas Kuningan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25134/logika.v15i01.9830

Abstract

This study conceptually spotlighted the influence of celebrity endorsement on consumer’s patronage with major focus on telecommunication service providers in Nigeria. Using Globacom Nigeria Limited as a case study, it was acknowledged in the cause of the study that contemporary society is characterized with globalization and competition, because most consumers are exposed to alternative product. These propel business organizations to employ the most effective methods, strategies and programmes in producing and marketing their products and services. The study was rationalized by the reference group theory to link celebrity endorsement attributes and consumer purchasing behaviour as the exogenous and dependent variables of the study. Conclusion was drawn that celebrities have traditionally been the simplest way to debut a new product (consumer goods), and this will likely continue in the near future due to their broad popularity and a large following of devoted followers, mostly in the West. As a recommendation, the study suggested that marketing companies should ensure that their celebrity have a trustworthy nature, as this will influence the behavior of their consumers.
Cross-Sessional Study of Digital Advertising and Consumer Purchasing Behaviour in Delta State Ijeh, Patrick Nkemdilim; Ivwighren, Hannah Emuobosa; Uwayah, Lydia I.
PERSPEKTIF Vol. 13 No. 3 (2024): PERSPEKTIF July
Publisher : Universitas Medan Area

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31289/perspektif.v13i3.11557

Abstract

This study investigated the link between digital advertising and consumer purchasing behavior in Delta State. This study recognized the prevalence of digital advertising and how advertising generally influences consumer purchasing behavior. However, this study focused on the channels of digital advertising available in Delta state, the patterns of consumer purchasing behavior among the study population, and examined how the usage of smart gadgets increases consumers’ access to digital content. The study relied on Technological Determinism as a theoretical framework and adopted the survey method in a cross-sectional research design. A sample of 400 was chosen for the study based on the Taro Yamane formula while respondents were selected purposively based on their knowledge of the subject matter. The study used a structured questionnaire to collect data, and the answers were presented using the mean outcome of the descriptive statistics. The hypotheses were tested using Analysis of Variance (ANOVA) statistics using Stata 15.0 software. Findings show that channels of digital advertising such as email advertising, social media, and pop-ups are acknowledged to be creating more visibility of products to consumers. The study affirms the usage of smart gadgets to create an easy avenue for consumers' purchasing behavior to flourish. The study recommends that channels of digital advertising such as email advertising, social media, etc, should be creatively utilized by advertising agencies to create more visibility of products that can help the consumer make better purchasing decisions.
Co-Authors IVWIGHREN, Hannah Emuobosa Oghiagbepha, Oghenekevwe Ufuophu-Biri, Emmanuel UWAYAH, Lydia I.