RUTH EBELE CHIAZOR

This study investigates the UNIBEN undergraduates exposure and responsiveness to PiggyVest's targeted online advertising. In an increasingly digital world, online financial services like PiggyVest have become popular, especially among young people. This
research aims to understand the level of awareness and engagement of UNIBEN students with PiggyVest's marketing campaigns. Specifically, the study seeks to: determine the extent to which UNIBEN undergraduates are exposed to PiggyVest's online advertisements, evaluate the effectiveness of these advertisements in influencing their financial behavior, and identify the factors that influence their responsiveness to the platform's marketing messages. A quantitative research design was employed, utilizing a survey to collect data from a sample of UNIBEN undergraduates. The data was analyzed using summary and analytics statistics to determine the relationship between exposure to targeted online advertising and the responsiveness of the students. The researcher therefore, conclude that online advertisement should be utilized more in creating awareness about products or services. Thus, the researcher recommended that piggyvest company should continue to use online advertising to create awareness for their services