The study, "Online Adverting and Patronage of Goods and Services in Benue State of Nigeria" broadly sought to assess online adverting and the patronage of goods and services among people of Benue State, Nigeria. The study employed qualitative approach and used the questionnaire as instrument of data collection. The study revealed that most respondents believe online advertising significantly influences consumer brand awareness in Benue State, though some disagree or remain undecided. Facebook emerged as the most popular platform for purchasing goods and services, with concerns about fraud, mistrust, and substandard products being notable negative effects of online advertising. Overall, the study found a high level of patronage and influence of online advertising in Benue State. The National Broadcasting Commission (NBC) and the Advertising Regulatory Council of Nigeria (ARCON) should regulate online advertising platforms that allow marketers to target specific demographics and interest by also creating awareness of online goods and services among people.
