PERCEPTION OF INTERNET USERS ON DATA DRIVEN ADVERTISING AMONGST UNIVERSITY STUDENTS
- Project Research
- 1-5 Chapters
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- Reference Style: APA
- Recommended for : Student Researchers
- NGN 3000
ABSTRACT
As a result of new and improved technologies and techniques, advertising has witnessed rapid changes over the years. One of such changes is data driven advertising. Marketer and businesses are shifting focus to online advertisement due to the emergence of information technology and cheap access to the internet. Other reasons why marketers prefer online ads to traditional forms of advertising include cost, wide coverage, the interactive nature of online ads and its appeals to the younger population. However, the extent to which these data driven advertisements affect the purchase behaviour of consumers has not been extensively explored. In view of this, the study sought to examine the perception of internet users towards data driven ads and how such perceptions influence their purchase behaviour. To achieve this objective, a survey was conducted among students of Babcock university and Lagos state University to represent the population of internet users. A total of 248 of these respondents were conveniently sampled for the study.
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