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ABSTRACT
The study titled "Influence of New Media Advertisements on Mainstream Media Advertisements Patronage in Nigeria" explores the dynamic relationship between new media advertising channels and traditional mainstream media in the Nigerian advertising landscape. In an era marked by rapid technological advancements and changing consumer behavior, this research aims to investigate how the emergence of new media platforms, such as social media and online advertising, has influenced the preferences and patronage of mainstream media advertising by consumers and in turn businesses in Nigeria. The research seeks to identify the factors that drive advertisers to allocate their budgets to new media channels and assess the impact of this shift on the sustainability and effectiveness of mainstream media advertising platforms. Additionally, the study explores the role of consumer behavior, demographics, and psychographics in shaping advertising strategies and decisions. The findings of this study are expected to provide valuable insights into the evolving advertising landscape in Nigeria, shedding light on the interplay between new and mainstream media in shaping purchase decisions. Ultimately, this research aims to assist advertisers, media organizations, and policymakers in making informed decisions in the ever-changing world of advertising, enabling them to adapt and thrive in the digital age.
