Open Access Peer-reviewed Research Article

Between Exposure and Action: Digital Natives' Responses to Unsolicited Online Advertising in Nigeria

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Submitted   May 20, 2025
Published   Aug 26, 2025
Issue    Vol 7 No 1 (2026)
DOI   10.25082/IJAH.2026.01.001

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Samuel Arowosafe corresponding author
College of Journalism and Communication, University of Florida, Gainesville, Florida, USA

Abstract

The rise of unsolicited digital advertising has raised concerns about its impact on individuals’ attitudes and online purchasing behaviors. This study examined the impact of unsolicited digital advertising on Nigerian digital natives’ attitudes and online purchases. The study adopted a mixed-methods approach which combined survey and In-Depth Interview (IDI) research methods, using purposive and convenience sampling techniques. Applying the Motivation Need Theory and Theory of Reasoned Action, the findings revealed that exposure of Nigerian Digital natives to unsolicited digital advertising does not necessarily lead to brand patronage. The study also tested the use of chatbots, celebrities, and influencers in digital marketing communication. Therefore, this study recommends that businesses invest in building brand loyalty through personalized messages and engaging content rather than relying solely on unsolicited digital advertising. Businesses should also consider leveraging other digital marketing strategies, such as influencer marketing and chatbots, to enhance customer engagement and improve the overall customer experience.

Keywords
unsolicited online advertising, purchase behavior, digital natives

Article Details

How to Cite
Arowosafe, S. (2025). Between Exposure and Action: Digital Natives’ Responses to Unsolicited Online Advertising in Nigeria. International Journal of Arts and Humanities, 7(1), 395-407. https://doi.org/10.25082/IJAH.2026.01.001
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

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