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The Impact Of Internet Advertisement On Consumers Behaviour
[A CASE STUDY OF KWARA STATE POLYTECHNIC]
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The internet actually began in the early 1960’s as a twinkle in the eyes of the U.S.A department of defense, which saw it as a means of super computer communication for researchers and military facilities across the country. Until its commercial explosion in the 90’s, the internet remained a relative obscure network of linked computer used mostly by academics, military researchers and scientists around the world to send and receive electronic mail, transfer files and find or retrieve information from data bases.
These economic benefits of the information super high ways are quite enormous to technologically starved African.
In the words of Abati (1997:4) it has been tagged as a technology that will create wealth, reduce military coup plotting, indirectly reduced famine, war and alleviate the poverty level.
The internet has also helped in improving effectiveness, efficiency and productivity in the work place.
1.2 STATEMENT OF THE PROBLEM
The information age has resulted in greater number of the world’s population adopting a cyber-culture where computer and the internet play a major role. This research study seeks to establish the impact of internet advertisement on consumer behavior.
It will look at the various internet resources being utilized in electric advertisement and seek to establish the extent and scope of Nigeria’s involvement in internet advertisement. In other words, the study seeks to determine the impact and attitude of Nigerians to internet advertisement, the gratifications they derive from it and determine the direction of impact on internet advertisement on their buying behavior.
1.3 OBJECTIVES OF THE STUDY
The overall objective of this study is to vigorously examine the impact of internet advertisement on consumers.
This study is designed to attempt achieving the following objectives:
• To elicit the expectations of consumers about internet advertisement.
• To access the impact of internet advertisement among consumer in Kwara state polytechnic
• To determine the attitude of consumer towards internet advertisement.
• To determine the trend of impact of internet advertisement on consumer in Kwara state polytechnic.
1.4 RESEARCH QUESTIONS
The research will address the following questions:
1. What is the impact of internet advertisement on consumers in Kwara poly Ilorin?
2. What is the attitude of consumer in Kwara poly Ilorin towards internet advertisement?
3. What is the gratification derived by consumer in Kwara poly Ilorin from internet advertisement?
4. What is the trend of influence of internet advertisement on consumer in Kwara State Polytechnic Ilorin?
1.5 RATIONALE OF THE STUDY
As predicted by Marshall McLuhan, the world is now embracing a global culture. The increase in information communication technology [ICT] as necessitated to an increase in communication between countries thereby breaking geographical language and other barriers. To this extent the internet paved way for the interaction and exchange of ideas/message across national boundaries. It [internet] has greatly affected the way things are done, in which the field of advertising is not an exception.
Therefore, this research is stimulated by the increase and prevalence of internet advert and how it affects consumer behavior.
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ABSRACT - [ Total Page(s): 1 ]ABSTRACTThis research was conducted to find out the impact of internet advertisement on consumer behavior in Ilorin, Kwara state. A cluster sampling survey method was adopted in conducting this research. Two hundred (200) questionnaires were applied for data collection tables and graph was used with percentage for data analysis to arrive at conclusion on the research findings. The study found out that the impact of internet advertisement is growing higher and also influencing the purchasing beha ... Continue reading---
