KORORO BLESSING

This study was carried out to determine the extent of exposure and responsiveness of the University of Benin undergraduates to Piggyvest targeted online advertising. The survey method was adopted to carefully collect data from 400 undergraduates in the University of Benin through three stages using the simple random, stratified and simple sampling procedure. The study anchored on the perception and attitude change theories. The study became necessary following the fact that technological advancements have revolutionized virtually all aspects of human activities, which have brought about the adoption of the
Internet to advertise goods and services, as well as build customer trust. Online platforms such as Piggyvest use targeted online advertising to reach and engage their target audience. Thus, it becomes imperative to empirically ascertain the exposure and responsiveness of customers to its online advertising. The study concludes that Piggyvest has a relatively high level of awareness and consideration among the University of Benin undergraduates and that these online advertisements are effective. Hence, the researcher recommended that Piggyvest should continue to invest in online advertising as well as prioritize the use of motion pictures alongside text.