{"id":2953,"date":"2024-12-31T10:31:59","date_gmt":"2024-12-31T10:31:59","guid":{"rendered":"https:\/\/ujm.com.ng\/?p=2953"},"modified":"2024-12-31T10:32:00","modified_gmt":"2024-12-31T10:32:00","slug":"impact-of-online-advertisement-on-repurchase-intention-among-nigerian-university-students","status":"publish","type":"post","link":"https:\/\/ujm.com.ng\/index.php\/2024\/12\/31\/impact-of-online-advertisement-on-repurchase-intention-among-nigerian-university-students\/","title":{"rendered":"Impact of Online Advertisement on Repurchase Intention among Nigerian University Students"},"content":{"rendered":"\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<p class=\"has-text-align-center\"><strong>Dr. Ebun O. Imouokhome<sup>1<\/sup> &amp; Dr. Mulikat Abdulraheem<sup>2<\/sup><\/strong><br>Department of Marketing <br>Faculty of Management Sciences University of Benin, Benin, Edo State<br>Department of Marketing<br>Faculty of Management Sciences, University of Ilorin, Ilorin, Kwara State<br>*For correspondence, email: ebun.imouokhome@uniben.<\/p>\n<\/div><\/div>\n\n\n\n<p><strong>Abstract<\/strong><\/p>\n\n\n\n<p>This study assessed the impact of online advertisement on repurchase intention amongst Nigerian university students. The specific objective of the study was to examine the effect of online product reviews and Blog Ads on repurchase intention among Nigerian University Students in Ilorin. The study adopted a research survey method, using primary data with a questionnaire as the instrument for gathering data. The study covered the students of the University of Ilorin, Nigeria. The population for the study was 53,000 and Taro Yamane sample size determination was used to arrive at a 397 sample size. The study employed the use of regression in testing the hypothesis at 0.05 significant alpha level. The result of the study reveals that online product reviews and blog adverts have a significant impact on the repurchase intention of Nigerian university students in Ilorin. The study, therefore, concludes that online advertising positively and significantly impacts repurchase intention among Nigerian University students. That is to say, Nigerian University students are greatly moved by what they see and hear from the online channel, in the form of advertising when deciding to purchase or repurchase a particular product. The study recommends that Businesses and advertisers actively encourage and monitor customer online reviews; be careful of how they use blogs for advertising and create user-friendly platforms to boost feedback.<\/p>\n\n\n\n<p><strong>Keywords<\/strong>: Blog Advert, Display Advert, Online Advertisement, Online Product Review, Repurchase intention<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-text-align-center\"><a href=\"https:\/\/ujm.com.ng\/wp-content\/uploads\/2024\/12\/2024-UJM-Vol-3-No.3-30.12.2024-7-21.pdf\"><strong>DOWNLOAD FULL TEXT IN PDF<\/strong><\/a><\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dr. Ebun O. Imouokhome1 &amp; Dr. Mulikat Abdulraheem2Department of Marketing Faculty of Management Sciences University [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2954,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[146],"tags":[],"class_list":["post-2953","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing"],"aioseo_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Impact of Online Advertisement on Repurchase Intention among Nigerian University Students - Uniben Journal of Marketing<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ujm.com.ng\/index.php\/2024\/12\/31\/impact-of-online-advertisement-on-repurchase-intention-among-nigerian-university-students\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Impact of Online Advertisement on Repurchase Intention among Nigerian University Students - Uniben Journal of Marketing\" \/>\n<meta property=\"og:description\" content=\"Dr. Ebun O. Imouokhome1 &amp; Dr. Mulikat Abdulraheem2Department of Marketing Faculty of Management Sciences University [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ujm.com.ng\/index.php\/2024\/12\/31\/impact-of-online-advertisement-on-repurchase-intention-among-nigerian-university-students\/\" \/>\n<meta property=\"og:site_name\" content=\"Uniben Journal of Marketing\" \/>\n<meta property=\"article:published_time\" content=\"2024-12-31T10:31:59+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-12-31T10:32:00+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ujm.com.ng\/wp-content\/uploads\/2024\/12\/ujm-cover-1-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1640\" \/>\n\t<meta property=\"og:image:height\" content=\"677\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"osaifo.osigo\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"osaifo.osigo\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ujm.com.ng\\\/index.php\\\/2024\\\/12\\\/31\\\/impact-of-online-advertisement-on-repurchase-intention-among-nigerian-university-students\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ujm.com.ng\\\/index.php\\\/2024\\\/12\\\/31\\\/impact-of-online-advertisement-on-repurchase-intention-among-nigerian-university-students\\\/\"},\"author\":{\"name\":\"osaifo.osigo\",\"@id\":\"https:\\\/\\\/ujm.com.ng\\\/#\\\/schema\\\/person\\\/c8903c98a98c5ec11dbae639c35bbd06\"},\"headline\":\"Impact of Online Advertisement on Repurchase Intention among Nigerian University Students\",\"datePublished\":\"2024-12-31T10:31:59+00:00\",\"dateModified\":\"2024-12-31T10:32:00+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ujm.com.ng\\\/index.php\\\/2024\\\/12\\\/31\\\/impact-of-online-advertisement-on-repurchase-intention-among-nigerian-university-students\\\/\"},\"wordCount\":282,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/ujm.com.ng\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/ujm.com.ng\\\/index.php\\\/2024\\\/12\\\/31\\\/impact-of-online-advertisement-on-repurchase-intention-among-nigerian-university-students\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ujm.com.ng\\\/wp-content\\\/uploads\\\/2024\\\/12\\\/ujm-cover-1-1.jpg\",\"articleSection\":[\"Digital Marketing\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/ujm.com.ng\\\/index.php\\\/2024\\\/12\\\/31\\\/impact-of-online-advertisement-on-repurchase-intention-among-nigerian-university-students\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ujm.com.ng\\\/index.php\\\/2024\\\/12\\\/31\\\/impact-of-online-advertisement-on-repurchase-intention-among-nigerian-university-students\\\/\",\"url\":\"https:\\\/\\\/ujm.com.ng\\\/index.php\\\/2024\\\/12\\\/31\\\/impact-of-online-advertisement-on-repurchase-intention-among-nigerian-university-students\\\/\",\"name\":\"Impact of Online Advertisement on Repurchase Intention among Nigerian University Students - 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