Year: 2025
Type: article
Study design: Observational Study
Abstract: Many advertising experts see electronic video billboards as one of the most effective channels in creating product awareness and consumer patronage for brands that make use of it. This study therefore is set out to determine the role of electronic video billboard advertisement on consumer patronage of Twisco brand of Promassdor. The focus of this study is ascertain how this channel have improved customer patronage of Twisco among Port-Harcourt residents. To examine the extent to which digital billboard advertisement has increased preference of Twisco brand relative to other competing brands in the product category. To achieve the stated objectives, the survey research design was used. The instrument for data collection is the questionnaire. 350 copies of questionnaire were administered, while 348 copies were returned. The sample size of the research work is 350 while the study anchored its theory on Consumer Determinism Theory and Consumer Behaviour Theory. The findings show that electronic billboard advertising can actually create a positive impression for the twisco brand. Through there are many factors that might hinder the effectiveness of electronic billboard like its distracting nature, it was discovered that the digital billboard advertisement can increase preference of twisco brand over other competing brands. The study however recommends that advertisers should embrace this new medium of advertising to reach mobile audience where the benefits of their product could be explained through animations. Also, advertisers should make sure that their messages are simple and easy to understand because of the short time frame needed to peruse the message
Authors: Nze U. Nze, Micheal Ayang Nzan Ayang
Institutions: Tansian University, University of Cross River State
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4414117486