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Abstract
This study investigates the perception and responses of UNIBEN students towards digital advertising. The objectives of the study includes investigating the responses of UNIBEN students to different types of digital advertising. It employed a cross sectional survey research design as it allows data to be collected from a diverse
population at a specific time using market response theory. The population of the study is 892 students in the department of Mass Communication in the University of
Benin, Nigeria. The sample size was 269 students from hundred level to four hundred level in the department. The instrument used to collect data is questionnaire which was subjected to face and content validity, and the Cronbach method of reliability. The data was analyzed using simple frequency and percentage tables. Findings revealed that students in UNIBEN have positive perceptions towards digital advertising, students respond differently to the various digital media with social media being the most engaging platform and television/radio lagging significantly in audience
interaction. The main factors that influence students’ perception and response to digital advertising are quality and design of advertisements, source or brand reputation and special offers. The findings also revealed that there is a significant difference between male and female students’ perception and responses towards digital advertising. Recommendations of the study includes that advertisers should explore knowledge of what form of digital advertising is more acceptable to their target
audience, and companies advertising in student dominated areas should employ more resources in social media ads than in television and radio.
population at a specific time using market response theory. The population of the study is 892 students in the department of Mass Communication in the University of
Benin, Nigeria. The sample size was 269 students from hundred level to four hundred level in the department. The instrument used to collect data is questionnaire which was subjected to face and content validity, and the Cronbach method of reliability. The data was analyzed using simple frequency and percentage tables. Findings revealed that students in UNIBEN have positive perceptions towards digital advertising, students respond differently to the various digital media with social media being the most engaging platform and television/radio lagging significantly in audience
interaction. The main factors that influence students’ perception and response to digital advertising are quality and design of advertisements, source or brand reputation and special offers. The findings also revealed that there is a significant difference between male and female students’ perception and responses towards digital advertising. Recommendations of the study includes that advertisers should explore knowledge of what form of digital advertising is more acceptable to their target
audience, and companies advertising in student dominated areas should employ more resources in social media ads than in television and radio.
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