IMPACT OF INTERNET ADVERTISING ON CONSUMERS’ PURCHASE DECISION
ABSTRACT The use of online advertisement in Nigerian market is increasing and businesses are more and more considering the internet as a source of marketing communication. However, few studies have considered the factors that influence online buyer's decision when Nigeria is considered. Thus, the main objective of this study was to examine the factors that contribute to the effectiveness of online advertisements and how they affect consumers' buying decision. JUMIA ...
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