The Management of Purchasing Power through Electronic Media The Management of Purchasing Power through Electronic Media – Direct Research Journal of Management and Strategic Studies
Original Research Article

The Management of Purchasing Power through Electronic Media

Obieze, Success Ewere

Article Number: DRJMSS370894651
DOI: https://doi.org/10.26765/DRJMSS370894651
ISSN: 2787-009X

Vol. 4(2), Pp. 30-39, June 2023

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Creative Commons Attribution License 4.0.


Abstract

The study examined the effect of electronic media on consumer purchasing behaviour using consumers in Abraka who consumes one product or the other. The study examined how television, radio, internet, and social media are commonly used by businesses in this era of technology and examined their effect on consumers purchasing behavior. The study adopted a descriptive survey research design and was guided by four (4) research questions and, several hypotheses were formulated. A closed-ended structured questionnaire duly validated was used as an instrument to gather data from a representative sample of 120 consumers randomly sampled within Abraka. The obtained data were analyzed using, the percentage and mean method on data relating to research questions, and the Pearson Product momentum Correlation was used at 0.05 alpha level to test the hypothesis. Based on the analysis, the findings revealed That television advertisements of products have a significant influence on consumers purchasing behavior of products, Radio advertisement of products have a significant positive influence on consumers purchasing behavior of products, the internet media of advertising products have a significantly positive influence on consumer purchasing behavior and there is a significant relationship between social media adverts and consumers purchasing behavior. Based on findings concluded that electronic media especially television, the internet, and social media are the pivots on which any businesses customer strength and market share thrive in this era where everyone both young and old found using them and it was recommended that businesses especially small ones who have not been using electronic media to try and adopt the use of electronic media for advertising their product because these days people want to get information and busy product from the convenient of their homes.

Keywords: Management, purchasing power, electronic
 Received: June 3, 2023  Accepted: June 20, 2023  Published: June 23, 2023



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