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
- Ekiti State University 61
- Ekiti State University, Ado-Ekiti, Ekiti State 916
- Elizade University, Ilara-Mokin, Ondo State 100
- Emmanuel Alayande College of Education, Oyo. (affl To Ekiti State Univ) 2
- Enugu State Polytechnic, Iwollo, Enugu State 4
- Enugu State University of Science and Technology, Enugu, Enugu State 34
- Evangel University, Akaeze, Ebonyi State 2
- FCT COLLEGE OF EDUCATION, ZUBA ,( AFFILIATED TO ABU, ZARIA), FCT-ABUJA 5
- Federal College of Agricultural Produce Tech, Hotoro Gra Ext, Kano, Kano State 2
- Federal College of Educ. (Special), Oyo, Oyo State (Aff To Uni. Ibadan) 13