Online Shopping Advertisement and Audience Believability: a Study of University of Cross River State Students
Student: Compassion Abeng Philip (Project, 2025)
Department of
Cross Rivers University of Technology, Calabar, Cross Rivers State
Abstract
This study examined online shopping advertisements and audience believability: a study UNICROSS students. The main objectives of the study were to find out the online advertisements believability among UNICROSS students and to ascertain UNICROSS students' attitude towards online advertisements.The study adopted the Cognitive Dissonance Theory, 1957, Technology Acceptance Theory, 1989 , Social Proof Theory, 1984, The methodology employed in this research is the survey research of which the questionnaire as an instrument was administered to 354 respondents who were chosen through purposive sampling technique. The study established that majority of UNICROSS students exhibit a lack of trust in online shopping advertisements,and traditional shopping is preferred to online shopping . Based on the findings, this study recommends that businesses should ensure that they are clear and honest in their marketing messages.
Keywords
For the full publication, please contact the author directly at: favourabeng2002@gmail.com
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Institutions
- Abdul-Gusau Polytechnic, Talata-Mafara, Zamfara State 3
- Abia State Polytechnic, Aba, Abia State 27
- Abia State University, Uturu, Abia State 72
- Abraham Adesanya Polytechnic, Ijebu-Igbo, Ogun State 3
- Abubakar Tafawa Balewa University, Bauchi, Bauchi State 16
- Abubakar Tatari Ali Polytechnic, Bauchi State. (affiliated To Atbu Bauchi) 1
- Achievers University, Owo, Ondo State 6
- Adamawa State University, Mubi, Adamawa State 8
- Adekunle Ajasin University, Akungba-Akoko, Ondo State 29
- Adeleke University, Ede, Osun State 1