YOUTH’S EXPOSURE AND UTILIZATION OF INTERNET ADVERTISEMENTS IN AWKA, ANAMBRA STATE

Abstract

This study examined youth’s exposure and utilization of internet advertisements, in Awka metropolis, Anambra State. It adopted survey research design. The population of study includes all youth in Awka metropolis. An appropriate sample size of 400 was gotten from the population using probability sampling technique.Six research questions were used as primary data instrument. The finding shows that youths in Awka metropolis were exposed to the Internet advertisements, that majority of youths in Awka metropolis accessed internet advertisements mostly via their android/mobile phones. Also, WhatsApp is the social media platform that youths in Awka metropolis expose themselves to internet advertisements most; that social interaction drives Awka’ youth to internet advertisements most, and their exposure to the Internet advertisements influenced them to buy and subscribe to advertised products and services. It is concluded that youths in Awka metropolis are not only exposed to Internet advertisements but also utilize them through buying and subscribing to the advertised products and services daily.