Comparative Study of Impact Online and Offline Marketing Among Residents of Ungwan Dosa in Kaduna State
This study examines the comparative analysis of impact online advertising and offline advertising among residents of Ungwan Dosa in Kaduna State. The objectives this study is to find out the merit preferred type of advertisement among the residents. To examine the types of advertising that the people of Ungwan Dosa react to the most and to know the factors behind the preferred types of advertising among the residents of Ungwan Dosa in Kaduna State. The theory used for this study is Technological Determinism Theory. The study makes use of in-depth interview method in order to elicit the opinions of residents of Ungwan Dosa in Kaduna State. Four in-depth interview was conducted using an interview guide. The method of data analysis used was thematic analysis. The findings of the study reveals that online advertising influences my decision on what to buy on a particular product. Online advertising to gain more insight into consumers’ response and perception of the Internet as an advertising medium. Online advertising influences my choice on what to buy more often and it has effect on my in the buying behaviour.
