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ABSTRACT
This study investigated the impact of internet advertising on consumer patronage. Nigeria as a whole comprises of millions of internet users therefore, this study was carried out to know if there is a relationship between internet advertising and consumer patronage using a number of 48 consumers of the general public. Data was collected using questionnaires and data was analyzed with the use of regression analysis. Analyses revealed that there is a positive relationship between internet advertising and consumer patronage. It also showed positive relationships between how internet informs, educate and persuades consumers to elicit consumer patronage. Furthermore, it’s therefore recommended that firms and individuals employ internet advertising to market their products and services and also they are advised to consider its informative and educative features which helps potential consumers to carry out research on products and services.
