An Impact of E-Advertisement on Consumer Purchasing Behavior – A Case on Mulungushi University, Zambia

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dc.contributor.authorKamwale, Kalonga
dc.contributor.authorSakthivel, Ramasamy
dc.date.accessioned2025-07-24T09:56:30Z
dc.date.available2025-07-24T09:56:30Z
dc.date.issued2021
dc.description.abstractIt is assumed that promoters are expected to shift and spend millions in e-advertising in the coming years than TV, print ads and other traditional advertising media (Kotler, P., 2004). With the rapid growth in technology, the internet is becoming an important one stop point for consumers in finding most of their needs. Be it communication, entertainment, shopping, information search, internet serves as a panacea for all their requirements. The study investigated the effectiveness of e-advertising on consumer purchasing behavior by conducting a case study of Mulungushi University students. Stratified sampling technique was used to select 400 study respondents and the primary data was collected using schedules. The study found that e-advertising was effective on creation of awareness due to diverse usage, and respondents spent more time on the internet compared to other Medias. The study had done the various statistical tests to find the associations among variables. Further recommends that companies should conduct a market research on the different markets or institutions in various countries or Sectors to ensure that the e-advertising initiatives being implemented suits the targeted markets to improve product purchases.
dc.identifier.issn2581-7175
dc.identifier.urihttps://ds.dmiseu.org/handle/123456789/63
dc.language.isoen
dc.publisherInternational Journal of Scientific Research and Engineering Development
dc.subjectAdvertising
dc.subjectConsumers
dc.subjectInternet
dc.subjectPurchasing Behavior.
dc.titleAn Impact of E-Advertisement on Consumer Purchasing Behavior – A Case on Mulungushi University, Zambia
dc.typeArticle

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