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ABSTRACT
This project investigates the impact of online advertising among undergraduate students. Through a comprehensive literature review and statistical analysis of data using the University of Benin as a case study, the study examines the relationship between online advertising u and shopping behaviors. This study helps to understand how online advertising influences shopping behavior and provides valuable insights into consumer decision-making processes; it also helps to understand that the purchasing power of undergraduate students, although often limited, can still have significant economic implications. The study adopts a descriptive survey research design involving the use of structured questionnaire. the population of the study comprises the entire number of undergraduate students in the University of Benin .Data obtained from the university of Benin pocket statistics 2019/2020 puts the total population of undergraduates full-time students enrolment at forty three thousand, three hundred and ninety two (43,392) which makes up the study population. The convenience sampling method is used for this study, a method of collecting samples by taking samples that are conveniently located around or near the researcher especially when the population is large, and there is a constraint of time and resources on the part of the researcher. The result obtained from the study suggests that there is a statistically significant relationship between online advertising and consumer buying behavior among undergraduates students. The study concludes that, online platforms, most especially the social media, is an effective way of passing, or communicating information about a product, service, or brand to undergraduate students, this is because, students are often moved by what they see, or find common amongst their peers.
