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The Impact Of Internet Advertisement On Consumer Behavior
[A CASE STUDY OF ILORIN KWARA STATE]
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1.6 SIGNIFICANCE OF THE STUDY
The study was embarked upon as a result of the fast growing popularity of the internet in the contemporary world particularly the advertisement.
The study will be of immense vise of advertisement practitioners in determining the effectiveness of internet advertisement. This will also help them in strategizing and packaging such adverts to enhance positive consumer behavior. The study will also be of benefit to scholars and students of mass communication, in understanding internet advertisement and business tycoons stands to benefit in the area of assessing consumer response to internet advertisement.
1.7 SCOPE OF THE STUDY
The scope of this study will be limited to resident of Kwara State Polytechnic Ilorin. This is designed to get a representative sample of the entire population. As such other states and cities are suitable for sampling but will not be sampled due to inadequate manpower, finance and time limitations.
LIMITATIONS
This study is limit to radio advertising via the medium of radio. Airtime is purchasing from a station or network in exchange for airing the commercials. While radio has the limitations of being restricted to sound, proponent of radio advertising often cite this as an advantage.
1.8 DEFINATION OF TERMS
IMPART: A cognitive factor that tends to have an effect on what an action behavior, or way of thinking.
INTERNET ADVERTISEMENT: Any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor which is placed on a network formed by co-operative inter-connection of networks.
CONSUMER BAHAVIOUR: The response of consumer having been exposed to internet advertisement, in terms of taken on whether or not the act on the content of the message.
OMNIPOTENT: Having virtually unlimited authority or influence [power].
INEXCHAUSTIBLE: [An amount or supply of something] unable to be used up because existing in abundance.
DECENTRALIZATION: The process of redistributing or dispersing functions, powers, people or things.
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ABSRACT - [ Total Page(s): 1 ]ABSTRACTThis research was conducted to find out the impact of internet advertisement on consumer behavior. Ilorin Kwara state was used to carry out the research. A cluster sampling survey method was adopted in conducting this research. Two hundred (200) questionnaires were applied for data collection tables and graph were use with percentage for data analysis to arrive at conclusion on the research findings. The study founds out the impact of internet advertisement is g ... Continue reading---
