PERCEPTION OF INTERNET USERS ON DATA DRIVEN ADVERTISING AMONGST STUDENTS IN UNIVERSITY OF BENIN, EDO STATE

ABSTRACT

 This project was motivated by the challenges experienced by marketers and businesses. This include the behavior of University Student towards Data Driven Advertising(online ads), How many students are aware of Data Driven Advertising, How many students are knowledgeable about Data Driven Advertising and Students perception of Invasion of privacy reinforced by Data Driven Advertising. To curb this challenge, a survey was carried out to know the effect of Data Driven Advertising amongst students and how they see it. If it’s interfering, disturbing, obstructive, intrusive, forced to watch or annoying. In this study a tool or method was used in getting data from respondents. The research tools employed are surveys and interviews. The study also showed that individuals' perceptions of internet advertisements have a big impact on how they behave while making purchases. These findings have the consequence that advertisers and marketers must take steps to create internet ads that appeal to consumers.