CALEB UNIVERSITY STUDENTS’ PERCEPTION OF TARGETED BANNER ADVERTISING ON INSTAGRAM

This study was conducted to determine Caleb University students’ perception of targeted banner advertising. The research objectives of this study were to ascertain whether Caleb University students are aware of targeted advertising on Instagram, determine how Caleb University students feel about targeted banner adverts on Instagram, ascertain the reactions of Caleb University Students towards targeted banner adverts on Instagram, and determine actions taken by Caleb University Students after viewing the targeted banner adverts on Instagram. This study made use of selective perception theory which explains that individuals tend to interpret
communication messages in terms of their existing attitudes; and the uses and gratification theory that explains that people make use of media for their various needs. Survey method was employed in the study, and data gathered using online questionnaires. Out of 400 questionnaires answered by Caleb University students in
total, 392 were returned fully answered. It was discovered that majority of the students who make use of social media, particularly Instagram, are aware of targeted banner adverts. The students believe that banner adverts do invade their privacy and their Search activities are usually monitored by the developers. Also, due to recurrent appearance of adverts on their feeds on Instagram, they tend to get annoyed and that makes them just to scroll past adverts rather than view them. This study recommends that advertisers need to be cautious in the process of targeting their customers in order not to scare them away and they must be conscious that consumers have the right to control what information they are exposed to.