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The Impact Of Internet Advertisement On Consumer Behavior
[A CASE STUDY OF ILORIN KWARA STATE]
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These economic benefits of the information super high ways are quite enormous to technologically starved African.
In the words 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 objectives of this study are 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 word 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. 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---
