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100			_aARUNGBEMI, Olubunmi Grace _98640
245			_aInfluence of Online Pop-up Advertising on Students' Buying Habits: A Study of Mountain Top University Students
250			_aDr. MBAKA, Chinyere
260			_aIbafo _bMass Communication _c2020
300			_aviii,; 71p.
520			_aThe 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.
650			_aMass Communication _91452
942			_cTHS
999			_c6108 _d6108