ADVERTISEMENT MEDIA AND LECTURERS’ PATRONAGE OF COMMERCIAL BANKS IN AKWA IBOM NORTH EAST SENATORIAL DISTRICT
Abstract
The main purpose of the study was to determine the influence of advertisement media on lecturers’ patronage of commercial banks in Akwa Ibom North-East senatorial district. Specifically, the study determined the influence of online advertisement and billboard advertisement on lecturers’ patronage of commercial banks in Akwa Ibom North-East senatorial district. Two research questions guided the study while two null hypotheses were formulated and tested at .05 level of significance. A descriptive survey design was adopted for the study. The population of the study consisted of 1595 lecturers from public tertiary institutions in Akwa Ibom North-East senatorial district. Simple random sampling technique was used in selecting 320 respondents (256 from University of Uyo and 64 from College of Education, Afaha Nsit). A 47-item researcher-developed questionnaire tagged “influence of advertisement modes on lecturers’ patronage of commercial banks questionnaire” (IAMLPCBQ) was used to collect data for the study. The questionnaire was face-validated by three research experts in the Faculty of Education, University of Uyo, Uyo. Cronbach’s Alpha was used in determining the reliability of the instrument and coefficient index of 0.96 was obtained. Mean and standard deviation were used in answering the research questions. Two null hypotheses formulated were tested at 0.05 alpha level using t-test. The findings of the study revealed that online advertisement and billboard advertisement have high influence on lecturers’ patronage of commercial banks in Akwa Ibom North-East senatorial district. There is significant difference in the mean responses of male and female lecturers on the influence of online advertisement and billboard advertisement on their patronage of commercial banks. It is therefore recommended among others that Lecturers should pay attention to online advertisement because of its role in influencing their patronage of commercial banks.
