ONLINE ADVERTISING AND SALESPERFORMANCE OF MADE IN AKWA IBOM GOODS

The study addressed the lack of empirical evidence on how different forms of online advertising impact the sales performance of locally made products in Akwa Ibom. The main objective was to examine the relationship between online advertising and sales performance, focusing on social media advertising, Search Engine Advertising (Google Ads), and Display Advertising (Banner Ads). Guided by the Theory of Planned Behavior (TPB) and the Elaboration Likelihood Model a survey research design was adopted. The target population comprised 11,990 registered SMEs in Akwa Ibom, with a sample size of 330. Data were analyzed using descriptive land inferential statistical methods. Findings indicated that social media advertising had a significant positive influence on sales, with platforms such as Facebook, Instagram, and Twitter enhancing customer engagement and driving revenue. The effectiveness of these platforms depended on targeted content, user-generated reviews, and influencer partnerships. Search engine advertising, particularly through Google Ads, also significantly boosted sales by visibility and conversions, though rising costs and consumer skepticism posed challenges Display advertising, especially, banner ads, positively impacted sales by enhancing brand awareness and conversions, issues like "banner blindness'" necessitated continuous innovation. The study recommended that businesses invest in targeted social media strategies, optimize Google Ads for cost-efficiency, and innovate in banner ad design to maintain engagement and effectiveness. These findings provide valuable insights for local businesses aiming to leverage digital marketing to improve sales performance and compete in broader