Examining the perception of Ghanaian online users towards online advertisement and its impact on purchase behaviour: case of social media users

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As a result of new and improved technologies and techniques, advertising has witnessed rapid changes over the years. One of such changes is online advertising. Marketer and businesses are shifting focus to online advertisement due to the emergence of information technology and cheap access to the internet. Other reasons why marketers prefer online ads to traditional forms of advertising include cost, wide coverage, the interactive nature of online ads and its appeals to the younger population. However, the extent to which these online advertisements affect the purchase behaviour of consumers has not been extensively explored. In view of this, the study sought to examine the perception of internet users towards online ads and how such perceptions influence their purchase behaviour. To achieve this objective, a survey was conducted among students of Kwame Nkrumah University of Science and Technology (KNUST) to represent the population of online users. A total of 248 of these respondents were conveniently sampled for the study. Descriptive and regression analysis were conducted in order to meet the objectives of the study. The findings revealed that respondents generally have a positive perception/attitude towards online advertising. For instance, the respondents perceive online ads as credible, less intrusive, informative and entertaining. The study further revealed that perception of users towards online ads significantly influences their purchase intentions. The study recommends that marketers and online advertisers must design online ads that are credible; informative, entertaining and less intrusive to attract users.
A thesis submitted to The Department of Marketing and Coporate Strategy Kwame Nkrumah of Science and Technology in partial fulfilment of the requirement for the degree of Master of Business Administration, Marketing,