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
- University of Port Harcourt Teaching Hospital, Port Harcourt , River State 6
- University of Port-Harcourt, Rivers State 232
- University of Uyo, Akwa Ibom State 217
- Usmanu Danfodio University, Sokoto, Sokoto State 248
- Veritas University, Bwari, FCT, Abuja 2
- Waziri Umaru Federal Polytechnic, Birnin Kebbi, Kebbi State 4
- Western Delta University, Oghara, Delta State 5
- Yaba College of Technology, Yaba, Lagos State 16
- Yobe State University, Damaturu, Yobe State 3
- Yusuf Maitama Sule University, Kano, Kano State 3