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| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| 100 ## - MAIN ENTRY--AUTHOR |
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| Author |
ARUNGBEMI, Olubunmi Grace |
| 245 ## - TITLE STATEMENT |
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| Title |
Influence of Online Pop-up Advertising on Students' Buying Habits: A Study of Mountain Top University Students |
| 250 ## - SUPERVISOR |
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| Supervisor |
Dr. MBAKA, Chinyere |
| 260 ## - IMPRINT |
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| Place of publication |
Ibafo |
| Department (College) |
Mass Communication |
| Date of publication |
2020 |
| 300 ## - COLLATION |
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| Pagination |
viii,; 71p. |
| 520 ## - SUMMARY, ETC. |
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| Summary, etc |
The evolution of online advertising is both internationally and locally outperforming of line<br/>advertising especially with the injection of several online display adverts. It is based on this drift<br/>that this study sought to investigate the influence of online pop-up adverts on students’ buying<br/>habits. The study was anchored on perception theory and the theory of buyer behaviour and<br/>Mountain Top University was selected for the study. A sample size of 260 was gotten using the Taro<br/>Yamane Formula. The survey research method was adopted with the questionnaire as the<br/>instrument for data collection. Findings from this study revealed that 216(83.1%) among the study<br/>participants have come across online pop-up adverts. Also, a significant amount of patronage of<br/>Jumia online stores exists among 154(59.2%) of the respondents and 77(29.6%) of them af irm that<br/>online pop-up adverts influence their purchase decision only to some extent. Based on these<br/>findings, the study recommends among others, that Jumia online stores can have a special section<br/>that targets the contents of their pop up ads towards student. Also, they can make the pop-up ads<br/>less annoying by using it in situations where users are likely to be online for diversion or to avoid<br/>boredom rather than where they are focused on a specific goal. |
| 650 ## - TRACINGS |
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| Main Subject |
Mass Communication |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
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| Item type |
Students Thesis |
