The impact of electronic advertising media on consumer behaviour in South African Townships, with reference to Soweto.

Abstract

This study was conducted to examine the impact of electronic media marketing on consumer behaviour. The data was collected using the stratified random sample and the survey procedure. Descriptive and inferential analysis techniques were used to examine the information. 54 questionnaires were distributed to and completed by consumers in the South West Townships (Soweto) of South Africa. Of the 54 responses received, 51 met the sampling frame and 32 were millennials between the ages of 26 and 41. The results showed that advertising in digital media had a remarkable and positive effect on consumer behavioural stages such as awareness, and action (purchase), with millennials dubbing this brand medium (online advertising) as useful for saving time and providing reliable information when acquiring more information about the products and services they wanted to buy. Millennials also found visually appealing ads positive and tended to respond to such ads. The current research was limited to consumers based in Soweto, so widespread generalization is limited due to geographically specific conditions.