Author:Anyanwu, Glory


In brand management, online advertising has be regarded as a potent promotional tool for creating, building and managing a brand (Lim, 2015; Yu et al., 2017; Martins et al., 2018). The advent of online advertising was influenced by the rapid rise of the Internet as a medium for global connectivity and interactions that spans all aspects of life (business, entertainment, education, information, etc.). Evans (2009) observed that more advertisers are shifting advert spending to online technologies. This rise spans almost all communities although not at the same level of penetration. For advertisers, reaching consumers is a priority, making them use any medium available, reliable and effective. The Internet happens to be one of these mediums.

Interestingly, there have been several studies on the nature of online advertising in the business world; for example, Anusa (2016) generalized that online advertising has turned out to be one of the most preferred advert medium of communication, entertainment for people with extreme potential for growth. Also, Gabriel et al. (2016) stated that online advertising has experienced a rapid growth during the recent years due to its unique advantages for both consumers and retailers, such as shopping at round the clock facilities, decreasing dependence to store visits, saving travel costs, increasing market area, decreasing overhead expenses and access to multiple options which as a result of this aids at promoting global and local brands. However, there are little studies on how online advertising promote brands in the Nigerian market in the areas of purchase and patronage. Therefore there is a need to generate empirical answers such as; do advertisers engage in online advertising for the promotion of brands in the Nigerian market? Do online advertising contribute to preference for service delivery of online shops? Thus, this study would determine the effectiveness of online advertising for promoting preference of online shops in Nigeria using Jumia as a study example.

This study has among other objectives the following:

  1. To determine the awareness level of online advertising in promoting products for Jumia.

  2. To examine how online advertising has contributed to the preference for the service delivery of Jumia.


This study is anchored on the uses and gratification theory. This theory posits that individuals will seek out specific media outlets to fulfill their needs and wants. It is a crowd of people focused way to deal with understanding the myriad of communication structures and platforms. This theory depends on the socio mental communication tradition, and concentrates on mass media scale. The thrust of this theory is: Why do individuals utilize media and what do these individuals utilize them for? This theory explores how consumers deliberately select media outlets that will satisfy their needs and wants in any modern society.

Unlike other theoretical perspectives, this theory posits that consumers are in control in selecting the media outlets that meets their needs and wants to attain fulfillment. It has a heuristic esteem today since it gives communication scholars a "point of view through which various thoughts and theories about media decision, utilization, and even effect can be seen". (Werner & James, 1997).The way to deal with this theory was first formally sketched out by Katz (1959). He recommended that communication research should invert the customary inquiry of what the media do to individuals, and ask rather what individuals do with the media. This detailing was not by any stretch of the imagination unique, in any case. It was established in an examination stream which developed in the 1940s as an antitoxin to the "enchantment slug' approach upheld by the Frankfurt School since the turn of the century. Katz et al. (1973) layout the essential suspicions of Utility & Gratification approach. To begin with, the crowd is dynamic, and along these lines much broad communications utilize is objective coordinated. Second, the activity in connecting need gratification with media decision lies to a great extent with the audience. Third, the media rival different wellsprings of need fulfillment. At last, the gratifications looked for from the media incorporate preoccupation and stimulation and also data, and these will shift as indicated by the social parts and mental demeanor of the audience.

Since the world is a global village, uses and gratification theory has been connected to online advertising as a result of their tendency of versatility, consistent access, and alternatives to access content, this field is growing with new research on the inspirations driving utilizing this kind of advertising. All in all, individuals utilize online advertising for the accompanying uses and satisfactions, for example, love/amiability, stimulation, instrumentality, mental consolation, design, socialization/fondness chasing, coordination for organizations, data chasing and prompt access however these uses contrast in view of area and gathering of people (Grellhesl & Punyanunt, 2012).

The Internet gives another and profound field for investigating uses and gratification theory. It was found to have three primary classifications of satisfactions: content delight, process satisfaction, and social satisfaction (Stafford et al., 2004; Yu et al., 2017). Content satisfaction is utilizing the Internet to examine or to discover particular data or material, which are delighted with content. Process satisfaction is picked up from the experience of deliberate exploring or arbitrary perusing of the Internet in its practical procedure. Social...

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