Sarcouncil Journal of Economics and Business Management

Abstract: The study examined the effect of online advertising on customers purchase intention for smart phones in Yenagoa Bayelsa State. A cross sectional survey research design method was adopted for the study. The population of the study consists of 325 customers of smart phones dealers in Yenagoa Bayelsa State. A total number of 179 respondents were selected as the sample size for the study. The sampling technique employed in this study was the stratified sampling technique. The study used questionnaire as an instrument to collect data.To establish the reliability of the instrument, a test-retest method was employed.In this study, the statistical technique that was used is descriptive statisticsand Spearman rank correlation analysis.Findings showed that social media(r = 0.261), e-mail marketing(r = 0.499) and electronic word of mouth(r = 0.538)had significant positive relationship with customers purchase intention. The study concluded that online advertising had significant positive relationship with customers purchase intention for smart phones in Yenagoa Bayelsa State. The study recommended that smartphones operators should actively respond to comments, messages, and mentions on social media platforms. Engaging with audience shows that they value their input and can build brand loyalty.