PERCEPTION OF INTERNET USERS ON DATA DRIVEN ADVERTISING AMONGST STDENTS IN THE NIGERIA MARITIME UNIVERSITY OKERENKOKO, DELTA STATE

Computer Science and Engineering, Information Technology

Due to the emergence of the more efficient contemporary technologies and techniques, advertisement has evidenced swift advancement over the years. Among such changes is online data driven advertising. Numerous marketers and businesses are shifting focus to online advertisement as a result of the emergence of information technology and internet availability. Information and communication technology is a tool which fine-tunes communication in various ways in the society including online advertisement. In view of this, the study sought to examine the perception of internet users towards data driven advertisements and how such perceptions influence their purchase-behaviour. To achieve this objective, a survey was conducted among students in the Nigeria Maritime University, Okerenkoko, Delta State, to represent the population of internet users. A total of 248 of these respondents were conveniently sampled for the study. Additionally, businesses prefer online advertisement to traditional forms of advertising due to; cost, wide coverage, the interactive nature of online advertisements which is more appealing to the younger population. However, the extents to which these data driven advertisements affect the purchase behaviour of consumers have not been extensively explored. When a user visits a website, the pages they visit, the amount of time they view each page, the links they click on, the searches they make and the items that they interact with, permit user-data collection. Information and communication technology is now a compound topic, it entails the use of different gadgets which enhance communication in several ways, gadgets such as computer, mobile phone, satellite communication, multi-media equipment etc.

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