Mountain Top University Library

The evolution of online advertising is both internationally and locally outperforming of line
advertising especially with the injection of several online display adverts. It is based on this drift
that this study sought to investigate the influence of online pop-up adverts on students’ buying
habits. The study was anchored on perception theory and the theory of buyer behaviour and
Mountain Top University was selected for the study. A sample size of 260 was gotten using the Taro
Yamane Formula. The survey research method was adopted with the questionnaire as the
instrument for data collection. Findings from this study revealed that 216(83.1%) among the study
participants have come across online pop-up adverts. Also, a significant amount of patronage of
Jumia online stores exists among 154(59.2%) of the respondents and 77(29.6%) of them af irm that
online pop-up adverts influence their purchase decision only to some extent. Based on these
findings, the study recommends among others, that Jumia online stores can have a special section
that targets the contents of their pop up ads towards student. Also, they can make the pop-up ads
less annoying by using it in situations where users are likely to be online for diversion or to avoid
boredom rather than where they are focused on a specific goal.