The Effectiveness of Digital Advertising in Creating Brand Loyalty Among Residents of Jos Metropolis

Abstract

This study was on the effectiveness of digital advertising in creating brand loyalty among residents of Jos metropolis. Three objectives were raised which included: To identify the impact of digital marketing on increasing customer loyalty in Jos metropolis, to find out the cost of building customer loyalty online in Jos metropolis and to find out the challenges of using digital advertising in creating brand loyalty in Jos metropolis. The total population for the study is 75 residents of Jos metropolis. The researcher used questionnaires as the instrument for the data collection. Descriptive Survey research design was adopted for this study. The data collected were presented in tables and analyzed using simple percentages and frequencies.

Chapter one – Objective of the Study and Research Question

The objectives of the study are;

1. To identify the impact of digital marketing on increasing customer loyalty in Jos metropolis
2. To find out the cost of building customer loyalty online in Jos metropolis
3. To find out the challenges of using digital advertising in creating brand loyalty in Jos metropolis

Research question

The following research question was formulated;

1. What is the impact of digital marketing on increasing customer loyalty in Jos metropolis?
2. What is the cost of building customer loyalty online in Jos metropolis?
3. What are the challenges of using digital advertising in creating brand loyalty in Jos metropolis?

Chapter Two – Literature Review

As the technique and procedure of advanced stage in marketing segment is changing with the sequence of time, there are different ideas on digital marketing found. As indicated by (Times, 2015), digital marketing alludes to the advertising of products or services by utilizing computerized technologies to get hold of the targeted customer or consumer. It also incorporates providing marketing services through cell phones, display advertising as well as any other digital medium in order to promote brand. Neha (2014) proposed that digital marketing is the stage which utilizes Internet and Information Technology to make expansion and change of the marketing functions.

Chapter Three – Method of Data Analysis

The data analysis method will deal with how the necessary data collected, through primary source will be properly processed and presented for meaningful analysis. The method that will be adopted to analyze data collected will be less of manual and more of computer aided method. The computer aided package known as statistical package for social sciences (SPSS) will be employed to analyze data in the form of frequency tables in knowing the effectiveness of digital advertising in creating brand loyalty

Chi-Square: this statistical test is used to determine whether there is any significant difference between the observed and expected theoretical frequency obtained from a distribution.

Chapter Four – Data Presentation, Analysis and Discussion

This chapter is about the analysis and presentation of data collected from the field through questionnaire. The analysis of the data with particular question immediately followed by the presentation of findings.

As mentioned in chapter three, 75 questionnaires were administered and 50 were retrieved and necessary analysis was carried out on them and presented as follows:

Questionnaire Distributed

Questionnaire Number	Percentage served (%)	Questionnaire retrieved	Percentage retrieved (%)
50	100	50	100

Source:  Field Survey (2022)

Chapter Five – Conclusion and Summary

This study makes an attempt to identify the effectiveness of digital advertising on increasing customer loyalty by analyzing various factors which have been derived from literature review and questionnaire feedback. The study discovered that four components together can explain right around of the variety. There may be different components and future researchers can do additional investigation on it to discover those elements. Besides, there is an open door for both culturally diverse and cross-national review on this issue to check whether these components have any significant impact on digital marketing and customer loyalty. Internet marketing indicators have a significant influence on customer loyalty are just customer relationship and satisfaction variables. Internet marketing depicted with customer relationship variables and fulfillment satisfaction can affect the level of customer loyalty through existing brand awareness.

References

Akhtar, S. (2011) Social Media and Brand Loyalty. Retrieved from:http://www.socialtrakr.com/2011/07/12/social-media-andbrand-loyalty/ (accessed on: 07.01.2012).

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Füsunçizmeci, Tuğçe ERCAN. (2015). The effect of digital marketing communication tools in the creation brand awareness by housing companies

Gunelius, S. (2011), 30 minute Social Media Marketing: Step by Step Techniques to Spread the Words about your Business,McGraw-Hill: USA.

Jackson, N. (2011) Infographic: Using Social Media to Build Brand Loyalty. Retrieved from: http://www.theatlantic.com/technology/archive/2011/07/infographic-using-social-media-to-build-brandloyalty/241701/(accessed 24March2017).

Leggatt, H. (2010) Rebuild Brand Loyalty with Social Media. Retrieved from: http://www.bizreport.com/2010/08/price-sensitiveshoppers-still-seeking-out-deals.html(accessed on 22, March2017).

Mariani, O. (2015). Want Loyal Customers? Humanize Your Digital Marketing Programs. Available: http://www.market-bridge.com/2015/06/29/want-loyal-customers-humanize-your-digital-marketingprograms/. Last accessed 21st March, 2017.

McKee, S. (2010), Creative B2b Branding (No, Really): Building a Creative Brand in a Business World, Goodfellow Publishers Limited; USA.

 

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