ANALYSIS OF STUDENTS’ PERCEPTION AND RESPONSE TO ADVERTISEMENTS ON JUMIA.

ABSTRACT

The aim of this study is to evaluate students’ perception and response to advertisements on Jumia, to find out UNIBEN students’ awareness and knowledge of Jumia, determine students’ perception of Jumia online Advertisement , To find out the extent to which UNIBEN Students' respond to Jumia Advertisements,  To find out the variables that influenced the perception they hold. This study, anchored on the tenets of the uses and gratification and perception theories, investigated the perception and response to advertisements on Jumia on University of Benin, Mass communication students. The study became necessary following the fact that students use the online media and they are aware of Jumia in Nigeria and as a result they come across jumia advertisements. Hence, it becomes imperative to empirically ascertain the extent of the perception and response to Jumia advertisement on UNIBEN Mass communication students. Using the survey design, 15-item questionnaire was employed to elicit data from the 89 respondents selected. The sample represented and reflected all the students in the Mass communication department.The study found out that students are aware of Jumia in Nigeria and have come in contact with Jumia advertisement; findings also revealed that UNIBEN Mass communication students’ perception of Jumia online advertisement is good and the response rate of the messages is moderate. In addition, it was recommended that to increase the response Jumia should carry out research on online media platforms been used by students the most and increase their advertisement on such platforms.