Effect of Digital Advertisement on Consumer Behaviour in the Pharmaceutical Industry

Abstract

This study examines the effect of digital advertising on consumer behaviour in the pharmaceutical industry in Oyo State, Nigeria. Using a quantitative research design, data were collected from 287 respondents across major pharmaceutical outlets through structured questionnaires. The study employed descriptive statistics and Structural Equation Modelling (SEM) to assess the relationships between digital advertising exposure, consumer engagement, and purchasing decisions, while also examining the moderating role of cultural differences. Findings indicate that digital advertisements, particularly on social media platforms, significantly influence consumer behaviour by enhancing engagement, brand awareness, and purchase intentions. The study also reveals that cultural differences do not significantly moderate this relationship, suggesting a broadly uniform impact within the study context. The results underscore the strategic importance of well-crafted digital advertising in shaping consumer decisions in the pharmaceutical sector. The study recommends continued research on emerging digital platforms and the long-term effects of digital marketing on consumer behaviour to optimize industry practices.

Suggested citation

Kehinde Adefiola Olanipekun, Ernest O. Elakhe (2025). Effect of Digital Advertisement on Consumer Behaviour in the Pharmaceutical IndustryJournal of Business, Innovation, Entrepreneurship & Technology Management, 1(1). https://doi.org/10.69798/95174827

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