ABSTRACT
This
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 growing higher and also the influencing purchasing
behavior which end up stimulating sales and transactions trends on product or
brand choice.
Therefore Nigeria advertiser can take
advantage of internet advertising for their product and brand in the emerging
internet market.
TABLE
OF CONTENT
CHAPTER
ONE
1.1 BACKGROUND OF THE STUDY
1.2 STATEMENT OF THE PROBLEM
1.3 OBJECTIVES OF THE STUDY
1.4 RESEARCH QUESTIONS
1.5 RATIONALE OF THE STUDY
1.6 SIGNIFICANCE OF THE STUDY
1.7 SCOPE OF THE STUDY
1.8 DEFINITIONS OF TERMS
1.9 REFERENCES
CHAPTER
TWO
2.1 HISTORY OF THE INTERNET ADVERTISEMENT
2.2 TYPES OF INTERNET ADVERTISEMENT
2.3 ADVANTAGE AND DISADVANTAGES OF INTERNET
ADVERTISEMENT
2.4 INTERNET ADVERTISEMENT IN NIGERIA
2.5 ATTITUDE TOWARDS ADVERTISEMENT IN GENERAL
2.6 CONSUMER RESPONSE TO INTERNET ADVERTISEMENT
2.7 BENEFITS OF INTERNET ADVERTISEMENT
2.8 REFERENCES
CHAPTER
THREE
3.1 RESEARCH DESIGN
3.2 RESEARCH METHOD
3.3 POPULATION OF THE STUDY
3.4 SAMPLE SIZE
3.5 SAMPLING PROCEDURE
3.6 DATA COLLECTION PROCESS
3.7 DATA COLLECTION INSTRUMENT
3.8 DATA ANALYSIS TECHNIQUES
3.9 RELIABILITY AND VALIDITY OF INSTRUMENT
3.10 REFERENCES
CHAPTER
FOUR
4.1 DATA ANALYSIS AND INTERPRETATION
4.2 RESEARCH RESPONSE
4.3 ANALYSIS OF RESEARCH
CHAPTER
FIVE
5.1 SUMMARY
5.2 FINDINGS
5.3 CONCLUSION
5.4 REFERENCES
5.5 JOURNAL AND ARTICLES
CHAPTER ONE
1.1 BACKGROUND
OF THE STUDY
The advert of the internet has been
one of the most exciting events in the second half of the 20th
century. The ancient dream of “a scholar knows all things happening in the
world without venturing outdoors” has finally become a reality. Since 1993 when
the internet broke into the communication world. At present, the internet has
spread to more than 180 countries and regions, connecting more than 6000,000
domestic new networks of various types, hooking up more than 120 million
computers available to million users [2% of the entire population] within the
interest are the information treasure shared by all human civilizations.
The reason why the internet seems
all-powerful is because it has two characteristics beyond the reach of other
mechanisms via: The internet contains the biggest resources of information in
the entire world; second, it enables people to obtain an interactive mechanism
to instantly communicate with one another.
Once connected within the internet,
everyone can enjoy the unparalleled richness of global information resources
including but not harmful to textual, audio and graphic information.
The information on the internet is so
rich that no one can tell what is really out there because, the internet information
resources are constantly expanding at a great speed, one can only imagine. The
types of information on the internet are also wide ranging from scientific
research, education, public policy, legal regulations to commerce, arts,
entertainment, e.t.c. It provides unlimited access for those connected with the
internet to reach anybody, anywhere in the world so much that the entire world
has became global village.
The internet not only has an
inexhaustible amount of information as vast as the ocean, but also has the
interactive mechanism, net-to-net; net-to-people and people-to-people
communications that makes the internet seems able to take on any task:
entertainment, inter-personal exchange
s, education, health and medicine,
information gathering, securities and investment, trade and settlement of
commercial goods, even online voting e.t.c.
All these seemed so remote and
unrealistic only yesterday. The exchange and sharing of information among all
people has unshared in an omnipotent status in internet application. As long as
people develop certain desires, the information to satisfy such desires will
quickly and continuously appear on the internet. Such information will
gradually satisfy people’s desires for their materials as well as spiritual demands.
With the knowledge economy
gradually ascend to a dominant status and the gradual formation of an
information society and that of the characterization of the internet as
seemingly “omnipotent” may not be an overstatement. In the past last four year,
our country has seized the tare opportunity of developing computer networks. By
the middle of “July 1998:”, our country has 570,000 computer connected with the
internet, with a total of 1.175million users. In order to speed up the
application of information’s technology in operations, command and
communication, our military has also established computer networks, some of
which are connected with the internet, making use of what was originally
designed to serve the u.s military and u.s scientific research organization.
However due to its innate
transactional, decentralized, open and unregulated nature, the internet as a
free, open and anarchy device has brought various countries to great risks as
well as opportunities. While it provides enormous convenience that stimulates
economy growth, the internet also brought negative impact that cannot be
ignored.
We live in a global village where
information now travels in a moment. The barriers of time and spaces have been
effectively eradicated through the interplay of science and technology. New
communication technology (NCTS) has ultimately revolutionized the ways of doing
things. The advent of these NCTS particularly the internet or information super
highway as it often called is fast changing the face of mass communication,
journalism and advertisement.
The metaphor “Information super Highway”
which connotes an international network of computer has been coined to describe
the communication revolution characterized by speed and sophisticated with
which information travel around the world through incredible-powerful new
information communication technologies which enfolds the world into a global
village.
The entire faces of mass
communication, its definitions, audience composition and message delivery
patterns together with the advertising strategies and methods have been altered
by this information revolution.
The internet with its associated
resources had opened up opportunities for advertisers to place their products
before their targeted audience all year round, its usage had been adjudged as
not only cost effective but highly successful as the world has gone “cyber
crazy” it is estimated that over 160million people around the globe uses the
internet on a daily basis, of these number, over 100million engage in shopping
and other commercial activities (www.isoc.org/internet/historycertshtml).
Equiped with this knowledge, it is
pertinent to determine the influence of internet advertisement on consumer
behavior what are the merits and demerits of cyber space advertising and how
advertisers have been able to harness these internet resources to the promotion
of advertisement practices in the country.
The resources of this study is to Clive
into the contemporary hype on the internet. Synonymously referred to as
electronic advertising (E-advertisement), cyber space advertising or on-line
advertisement.
The internet actually began in the early
1960’s as a twinkle in the eyes of the u.s.a department of defense, which saw
it as a means of super computer communication for researchers and military
facilities across the country. Until its commercial explosion in the 90’s, the
internet remained a relative obscure network of linked computer used mostly by
academics, military researchers and scientists around the world to send and
receive electronic mail, transfer files and find or retrieve information from
data bases.
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.
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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