INFLUENCE OF DIGITAL ADVERTISING ON PUBLIC OPINION AND CONSUMER BEHAVIOR AMONG YOUTHS IN EKEHUAN, BENIN CITY BY

ABSTRACT

The study is focused on the Influence of digital advertising on public opinion and consumer behavior among youths in Ekehuan, Benin city. The objectives of the study were to find out the extent to which youths in Ekehuan, Benin city are exposed to digital advertising, determine the opinion of youths in Ekehuan, Benin city on digital advertising and consumer patronage and ascertain the attitude of Youths in Ekehuan, Benin towards the influence of digital advertising on public opinion and consumer behaviour.For its methodology, the survey research method was used to gather the data used for the study. Findings of the study revealed that digital advertising plays an important role in shaping opinions and influencing the purchasing behaviour of youths in Ekehuan, Benin city. The findings also indicated that digital advertising is relevant to the needs and preferences of youths in Ekehuan, Benin city . Based on the findings, the researcher concluded that digital advertising should be adopted by advertisers seeking to promote their business to consumers. The researcher therefore recommended among other things that modalities should be set up by the government to ensure that messages from digital channels are credible and not false or misleading. It was also recommended that advertisers, media and the government must as a matter of urgency prioritize digital advertising channels.