PERCEPTION OF INTERNET USERS ON DATA DRIVEN ADVERTISING AMONGST UNIVERSITY STUDENTS

1.2 STATEMENT OF THE PROBLEM

In recent years, the internet appears to have become an integral part of our human existence. This research therefore, intends to test the perception of students on data driven advertising in relations to how it affects invasion of privacy.

1.3 OBJECTIVES OF THE SYUDY

This study aims at analyzing the perception of internet users of data driven advertising in Babcock University and University of Lagos with the following objectives:

1. To investigate the level of awareness about data driven advertising by Babcock University and University of Lagos students.
2. To examine Babcock University and University of Lagos students' perception of invasion of privacy reinforced by data driven advertising.
3. To determine Babcock University and University of Lagos students' attitude towards unsolicited mails and adverts that are sent to their Yahoo mail and Facebook.
4. To test Babcock University and University of Lagos students' level of knowledge of data driven advertising.  

1.4       RESEARCH QUESTIONS

1. To what extent are Babcock University and University of Lagos students' aware of data driven advertisement?
2. To what extent is Babcock University and University of Lagos students' perception of invasion of privacy reinforced by data driven advertising?
3. What is the attitude of Babcock University and University of Lagos students' when unsolicited mails and adverts are sent to them?
4. To what extent are Babcock University and University of Lagos students' knowledgeable about data driven advertising?

1.5 SIGNIFICANCE OF THE STUDY

This study will serve as a pointer to finding out the perception of internet users on data driven advertising and also to find out the feeling of Babcock university students and University of Lagos students on their privacy if it is being invaded. The result of this study will be used to enlighten and educate internet users on the issues associated with the use of data driven advertising.

This research will also be of vital importance to website publishers, advertisers and advertising bodies such as Association of Advertising Agency of Nigeria (AAAN) and other bodies who engage in online advertisement to enlighten them on how internet users perceive what is being sent to them.

1.6       SCOPE OF THE STUDY

This study is limited to students' in Babcock University and University of Lagos  to test their perception about data driven advertisement in order to determine if these students' feel their privacy is being invaded on. In order to achieve this, a structured questionnaire will be administered to the students'.

1.7 OPERATIONAL DEFINITION OF TERMS

In the course of this study, the following terms relating to the subject-matter will frequently be used:

Perception: The positive/negative disposition to unsolicited advertisement on the internet.

Internet users: They are 100 Level - 400 Level students' of Babcock University and University of Lagos.

Data driven advertising: This is when advertisements are tailored to you on your internet platform through the use of your personal data.

 Phishing: This is a form of tricking someone thereby sending mails that are identical to that of a known brand owner.

Filter Bubble: This is when two different people search for something on the internet and get different result based on their browsing history, geographical area, likes etc