ATTITUDE OF UNIBEN UNDERGRADUATES TOWARDS PAID MEDIA SMARTPHONE ADVERTISEMENT ON JUMIA SALES PLATFORMS

ABSTRACT

This study unravels the Attitude of Undergraduates towards paid media smartphone advertisement on jumia sales platforms. The main objective of this study is to find out the extent to which smartphone advertisement on jumia sales platforms has positively or negatively affected Students attitude, ascertain the effectiveness of advertisement on jumia sales platforms while using smartphones. The study is anchored on Elaboration Likelihood Model and AIDA Model using the quantity Survey method, the researcher employed questionnaire as instruments to gather data in order to be objective in his study and to achieve his aim. The Researcher used the (Mass Communication Department) Undergraduate Students of the University of Benin as the area of Study. Findings show that the Advertisement on smartphones is a veritable tool for students on Jumia sales platforms. In this view, the research shows that majority of students use jumia sales platforms to purchase products, goods and services. The Researcher recommends that Jumia should focus on digital Advertisement such as Facebook, LinkedIn, YouTube and Google AdWords and Marketing content must influence and inform the target audience for good content is essential to convert ads into leads. This recommendation at the end of this work will go a long way in making a difference if it is properly implemented.