The Effectiveness of Mobile App Advertising in Encouraging Digital Banking in Ankpa LGA, Kogi State
- Project Research
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- Table of Content: Available
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- NGN 5000
Background of the Study
In recent years, digital banking has become an essential aspect of the financial sector, especially in rural areas like Ankpa LGA, Kogi State. The rise of mobile applications for banking has made financial services more accessible, particularly for individuals who may not have easy access to traditional banking infrastructure. However, despite the availability of mobile banking apps, a significant proportion of the population in rural areas remains hesitant to adopt digital banking. One of the primary factors influencing this hesitancy is the lack of awareness about the benefits and ease of using digital banking platforms. Mobile app advertising, which utilizes smartphones and other mobile devices to reach potential users, is a key strategy for encouraging the adoption of digital banking services. Mobile advertising can provide targeted messaging that highlights the benefits, convenience, and security of digital banking. This study will explore the effectiveness of mobile app advertising in encouraging the adoption of digital banking in Ankpa LGA, Kogi State.
1.2 Statement of the Problem
Despite the increasing number of mobile banking applications, many residents of Ankpa LGA are still reluctant to embrace digital banking due to factors such as unfamiliarity with the technology, concerns about security, and limited access to mobile data or smartphones. While mobile app advertising offers a unique opportunity to address these challenges, there is a lack of empirical research on its effectiveness in promoting digital banking in rural areas like Ankpa LGA. This study seeks to investigate how mobile app advertising can effectively encourage the adoption of digital banking services among the population in Ankpa LGA and identify the barriers preventing its widespread acceptance.
1.3 Objectives of the Study
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To assess the effectiveness of mobile app advertising in promoting the adoption of digital banking in Ankpa LGA.
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To evaluate the challenges and barriers to the adoption of digital banking despite mobile app advertising efforts.
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To explore the role of mobile app advertising in increasing awareness and trust in digital banking services in Ankpa LGA.
1.4 Research Questions
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How effective is mobile app advertising in promoting the adoption of digital banking in Ankpa LGA, Kogi State?
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What challenges and barriers prevent the widespread adoption of digital banking, despite mobile app advertising campaigns?
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How does mobile app advertising impact awareness and trust in digital banking services in Ankpa LGA?
1.5 Research Hypotheses
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Mobile app advertising significantly increases the adoption of digital banking in Ankpa LGA.
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Factors such as internet access, smartphone availability, and digital literacy significantly impact the effectiveness of mobile app advertising in Ankpa LGA.
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Mobile app advertising leads to increased awareness and trust in digital banking services among the residents of Ankpa LGA.
1.6 Significance of the Study
This study will provide valuable insights into how mobile app advertising can be used as a tool to increase the adoption of digital banking in rural areas. Findings will assist financial institutions, digital marketers, and policymakers in designing targeted advertising campaigns that address the specific barriers to digital banking adoption in rural communities like Ankpa LGA.
1.7 Scope and Limitations of the Study
The study will focus on the effectiveness of mobile app advertising in Ankpa LGA, Kogi State. It will investigate the challenges, barriers, and impacts of such advertising on the adoption of digital banking services. Limitations include possible biases in self-reported data and challenges in assessing long-term behavioral changes resulting from mobile app advertising.
1.8 Operational Definition of Terms
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Mobile App Advertising: The promotion of products, services, or behaviors via mobile applications, often through targeted digital ads or notifications.
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Digital Banking: Banking services provided through digital platforms such as mobile apps, which allow users to conduct transactions, manage accounts, and access financial services online.
Adoption: The acceptance and integration of a new technology or behavior, in this case, digital banking, into daily life and financial
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