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ABSTRACT
The study examined online advertising and consumer behaviour among undergraduate students. Specifically, the study sought to identify the online platforms majorly utilized by undergraduates students, and to ascertain empirically the relationship between online advertising and consumer behaviour, as well as identify those factors that discourages students from patronizing online platforms in product purchase. To guide the study, three research questions were raised and two hypothesis generated. A survey research design was adopted and the study population were from undergraduate full-time students of the university of Benin, Benin city, Edo state. A sample of size of 100 respondents were conveniently selected, after due computation using the Taro Yamene’s sample size determination formular. The study adopted the use of structured Questionnaires as the research instrument, tailored towards the objectives of the research in obtaining data and responses from the respondents. A hundred copies of questionnaire was distributed across selected faculties in the institution via pick and drop method, and all were duly retrieved and used for the analysis. Data obtained from the respondents were analyzed using Descriptive statistics, mean, simple percentage, and frequency; while the linear regression model was utilized in testing the stated hypotheses, Via the Statistical package for Social Sciences (SPSS) version20.
