INFLUENCE OF ADVERTISING ON ABUJA WOMEN’S CHOICES OF E-COMMERCE PLATFORMSAbstract:
Evolution and dynamic penetration of the Internet provided radical paradigm shifts in different aspects of life. Such sectors include, but are not limited to education, health, governance, marketing among others. E-Commerce platforms or online marketing are among significant beneficiaries of the exponential growth of users of the Internet. Taking advantage of the various features of the Internet, e-marketers use strategies, including advertising to attract and persuade their target customers. This study sought to know the influence advertising exerts on women who live in Abuja to choose specific e-Commerce platforms for their online purchases. Theories used to underpin the study are Technological Determinism theory and AIDA Formula. Using Dusick Online Sampling Calculator, an approximate of 384 females were stratified among women in Wuse, Gwarimpa and Garki areas of AMAC, to harvest data out of an estimated population of 1.75m women, resident in Abuja. A multi-stage sampling approach was adopted for the study, and tools used to gather data were the Questionnaire and FGD. ANOVA was used to measure the extent advertising influences patronage of E-platforms by respondents. It was revealed that advertising played a significant role in determining respondents’ choice of online malls, while other variables contributed to pull customers to specific E-platforms. It is recommended that e-marketers adopt a holistic marketing communications approach, and use proper audience and positioning strategies to attract right customers to their e-platforms.