EFFECT OF ADVERTISING ON CONSUMER PATRONAGE: IN JEDO INVESTMENT COMPANY LTD

The proposed research builds upon the existing body of knowledge by specifically focusing on the impact of advertising on consumer patronage within the context of Jedo Investment Company in Abuja, Nigeria. By exploring various aspects such as consumer perceptions, brand image, and the efficacy of different advertising mediums, this study seeks to provide empirical insights into the nuanced dynamics of advertising’s influence on consumer behaviour. Leveraging theoretical frameworks such as the Elaboration Likelihood Model and the Hierarchy of Effects Model, this research endeavours to analyse the multifaceted mechanisms through which advertising shapes consumer attitudes and purchase decisions. Moreover, the study aligns with the assertions of Smith and Taylor (2020) and Belch & Belch (2018) regarding the persuasive power of advertising in driving consumer spending. By investigating how advertising strategies employed by Jedo Investment Company impact consumer perceptions and preferences, this research aims to contribute to a deeper understanding of the role of advertising in shaping consumer behaviour and driving patronage. Through a mixed-method approach encompassing both quantitative analysis of survey data and qualitative examination of consumer interviews, this study aims to provide comprehensive insights that can inform Jedo Investment Company’s advertising strategies and enhance its marketing effectiveness. Advertising has a significant effect on a brand's perception. Increased consumer trust and loyalty can result from a well-executed advertising campaign that improves brand awareness and reputation (Aaker, 2017). According to Keller (2013), customers' preference for brands they are familiar with and trust shapes brand image, which is influenced by consistent and positive advertising messaging. The choice of advertising channels has an impact on how well advertising drives consumer patronage. The influence of internet and social media advertising has grown since the introduction of digital technologies. According to Luo et al. (2019), social media advertising in particular has a big influence on how engaged customers are and what they buy. However, in some markets and demographics, traditional media like print and television still have a significant impact (Mehta & Purvis, 2020).