EXPLORING THE INFLUENCE OF INTERACTIVE WIRELESS ELECTRONIC BILLBOARD ON SMARTPHONE PURCHASING CHOICES AMONGST UNDERGRADUATES IN SOUTH-SOUTH UNIVERSITIES, NIGERIA

Authors: Aborah, Lilian Ogwa, Prof. Muhammad S. Rabiu, PhD & Dr. Ogande, Anthony PhD

ABSTRACT

This paper titled: Exploring the Influence of Interactive Wireless Electronic Billboard on Smartphone Purchasing Choices Amongst Undergraduates in South-South Universities, Nigeria describes an electronic billboard system also called Interactive Wireless Electronic Billboard or Smartboard that processes and displays short-range wireless advertising capability for sales of Smartphones. The researcher using survey research design attempts to find out if the use of interactive board is effective in influencing purchase decision for Smartphones amongst undergraduates of universities. Following the analysis of data generated from questionnaire, the paper finds out that Interactive electronic billboard is effective in influencing the Smartphone purchasing choices amongst undergraduates. It revealed that a higher percentage of undergraduate Smartphone users purchased their Smartphones after exposure to interactive wireless electronic billboard advertising. In line with these findings, the paper recommends among other strategies, integrating interactive components to augment electronic billboard advertisements, to enable advertisers leverage on the benefit of these billboard advertising and to penetrate other market segments.

Keywords:  Advertisement, Electronic Billboard, Interactive wireless Billboards, Smartphone, Undergraduates

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