ABSTRACT
In today's digital age, advertising has emerged as a pivotal force that profoundly influences consumer behavior and significantly impacts Consumers preference and patronage. The study focused on advertising and consumer behavior; using Nadia bakery as case study. Specifically, the study sought to empirically investigate the extent to which advertising influences consumer behavior, and ultimately Consumers preference and patronage. To guide the study, four research questions were raised and two hypothesis generated. A survey research design was adopted and the population of the study were drawn from employees and staff of Nadia Bakery, Ugbowo campus, Benin, Benin city, Edo state. A sample of size of 55 respondents was randomly selected for the study. The study adopted the use of structured Questionnaires, tailored towards the objectives of the research, in obtaining data and responses from the respondents.Fifty five copies of questionnaire was distributed to employees and staff of the firm, however, only 50 was retrieved. Data obtained from the respondents were retrieved and analyzed using Descriptive statistics, mean, frequency, and Linear Regression models, Via the Statistical package for Social Sciences (SPSS). Findings obtained from the study among others indicates that, Social media Advertising have a positively significant impact on consumer behavior, and ultimately on Consumers preference and patronage.Based on the findings, the study recommends among other things that Business organizations should harness the affective power of social media advertising, by keeping tabs with trends and studying behavioral patterns through market research. It was also suggested that business should ensure that their ad content is visually appealing, informative, and resonates with its audience.
