Influence of Online Pop-Up Advertising on Buying Habits among Students in Selected Nigerian Higher Institutions

Abstract

This study examined the influence of online pop-up advertising on students’ buying habits in selected higher institutions in Nigeria. The specific objectives were to investigate the psychological and emotional impact of online pop-up advertisements on students and to examine how such advertisements influence their buying habits. A descriptive survey research design was adopted, and data were collected from a sample of 501 students using a multistage sampling technique and questionnaire was administered using a digital means. The data weas analyzed using descriptive statistics and Chi-square (χ²) inferential analysis at a 0.05 level of significance. The findings revealed that online pop-up advertising has a significant psychological and emotional impact on students, as it captured attention and stimulates interest, while also generating negative responses such as irritation and distraction. Furthermore, the results indicated that online pop-up advertisements significantly influence students’ buying habits and decision-making processes, particularly in terms of impulse buying and responsiveness to promotional offers such as discounts. The Chi-square test results led to the rejection of the null hypotheses, confirming that a significant relationship exists between exposure to pop-up advertising and students’ purchasing habit. The study concluded that online pop-up advertising is an effective digital marketing tool for influencing students’ buying habit; the study also revealed that pop-up advertisements are effective in capturing attention and increasing product awareness among students The study recommended that marketers should adopt user-friendly and personalized pop-up advertising strategies to enhance engagement while minimizing negative user experiences.