Abstract:
Advertising enables companies to meet communication and other marketing
objectives. Consumers’ purchase behaviour in today’s information-saturated
world is based on how a service or product is advertised. In spite of the apparent
wide-spread and huge-scale adoption of E-advertising on a global scale, one does
not see this trend happening on a big scale in Ghana. Thus, using the descriptive
study design the study sought to explore and unravel the influence of e-advertising
on consumers’ purchase decisions within the Accra Metropolis. Snowball
sampling procedure was employed to search and select participants with the same
characteristics relevant to be included in the study. The study pointed out some of
the key elements in e-adverts which influence consumers demand for alcohol or
made them purchase alcohol. The study further revealed that because of linear
relationship between e-advertising and consumer behaviour of customers of
alcoholic beverages, e-advertising can significantly influence the consumer
behaviour of consumers of alcoholic beverage in the Accra Metropolis. In view of
this, it is recommended that Management of alcoholic beverage companies should
as a matter of policy make use of e-advertising modes such as e-adverts streamed
through TV, their website, mobile phones, social media network and other media
sites. It is further recommended that management should also increase the
frequency of e-advertising especially television related ones because of the
significant positive effect between e-advertising and consumer behaviour of
consumers of alcoholic beverages, since it would translate into sales hence profits.
