Pages: (1-15 )
Abstract
This study investigates the effect of digital advertising on customer awareness concerning clothing among 400 level students in selected private universities in Ogun State, Nigeria. With the proliferation of digital platforms, businesses, including clothing brands, are increasingly leveraging digital advertising to reach and engage their target audiences. However, limited research specifically explores its influence on customer awareness within the Nigerian context, particularly among university students. Through a comprehensive analysis of digital advertising practices and consumer awareness, this research aims to provide insights into effective strategies for clothing brands operating in the Nigerian tertiary institution market. The study adopted a survey research design. The population size was 3669 students from the four universities approved within 2002-2005 by NUC in 24 Ogun State, Nigeria. The study utilized the Krejcie and Morgan table to determine the sample size of 450 students as respondents. Data was collected through a structured and validated questionnaire. Data was analysed using descriptive and inferential statistics. The findings revealed that digital influencer and direct marketing have a positive and significant effect on customer awareness of clothing in selected private universities in Ogun State (Adj. R2 = 0.220, F(4, 416) = 30.294, p < 0.05).Based on the findings, the study recommended that businesses should adopt an integrated digital approach in marketing clothing product to drive advertisements, create trends and providing a community where customers can interact with their favour brands directly and also with each other concerning the brand offerings.
Keywords: search engine optimization, social media, digital influencers, direct mail and customer awareness,