ABSTRACTSocial media platforms such

ABSTRACT
Social media platforms such as Facebook, Twitter, MySpace, Linkedln, and Youtube have attracted substantial number of users, many of whom spend several hours daily on these platforms. These platforms have therefore become fertile grounds for marketers/advertisers to target different types of customers. However, the impact of these ads has become more and more pervasive. The study therefore explores the influence of pop-up ads on the purchase behavior of social media users. A sample of 404 social media users who are familiar with these online ads were drawn from a public university in Ghana. Descriptive statistics and multiple regression analysis were performed. The findings reveal that social media users perceive pop-up ads as intrusive. Also the study establishes that pop-up ads that are perceived as credible, entertaining and informative have positive impact on the purchase behavior of social media users. On the other hand, pop-up ads that are perceived as intrusive have negative impact on the purchase behavior of online users. The study recommends, among others, that marketers and advertisers should design pop-up ads that are attractive, credible and less intrusive in order to receive favorable response from online users.
KEY WORDS：Pop-up Advertising; Consumer Purchasing Behavior; Social Media; Ghana
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CONTENTS
1 Introduction .................................................................................................................. 1
1.1 Background to the study .......................................................................................... 1
1.2 Problem statement ................................................................................................... 3
1.3 Objective of the study .............................................................................................. 4
1.3.1 specific objectives ............................................................................................. 4
1.3.2 research questions ............................................................................................. 4
1.4 Significance of the study ......................................................................................... 4
1.5 Scope of the study .................................................................................................... 5
1.6 Organization of the study ......................................................................................... 5
2 literature review ........................................................................................................... 7
2.1 The concept of advertising ....................................................................................... 7
2.2 Online and web advertising ..................................................................................... 8
2.3 Social media ........................................................................................................... 10
2.4 Social media advertisement ................................................................................... 12
2.5 Forms of online advertising ................................................................................... 12
2.5.1 floating ad ........................................................................................................ 12
2.5.2 pop-up ads ....................................................................................................... 13
2.5.3 banner ads ........................................................................................................ 15
2.6 Effectiveness of pop-up advertisement .................................................................. 15
2.7 Consumer attitude towards online ads ................................................................... 16
2.7.1 informativeness (quality of information) ........................................................ 18
2.7.2 consumer-perceived intrusiveness of pop-up ads ............................................ 18
2.7.3 entertainment ................................................................................................... 19
2.7.4 credibility: ....................................................................................................... 20
2.8 The attitude-behavior relationship ......................................................................... 21
2.9 Theoretical model and hypotheses development ................................................... 22
3 Research methodology ............................................................................................... 24
3.1 Research design ..................................................................................................... 24
3.1.1 research purpose .............................................................................................. 24
3.1.2 research approach ............................................................................................ 25
3.1.3 research strategy .............................................................................................. 27
3.2 Population of the study .......................................................................................... 28
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3.3 Sampling technique and size ................................................................................. 28
3.4 Sources of data ...................................................................................................... 29
3.4.1 primary data sources ....................................................................................... 29
3.4.2 secondary sources of data ............................................................................... 30
3.5 Survey instrument ................................................................................................. 30
3.6 Data analysis techniques ....................................................................................... 30
4 Data analysis and discussion of results ............................................................... 32
4.1 Sample characteristics ........................................................................................... 32
4.2 Social media membership of participants ............................................................. 33
4.3 Perception of social media users towards of pop-up advertising .......................... 34
4.4 The impact of pop-up advertising on the purchase intentions of respondents ...... 36
4.5 Attitudes toward pop-up advertising ..................................................................... 37
4.6 The impact of pop-up ads on the purchase behavior of users ............................... 38
4.6.1 reliability of various constructs ....................................................................... 38
4.6.2 result of the regression analysis ...................................................................... 39
4.7 Discussion of results .............................................................................................. 41
5 Summary of findings, conclusion and recommendations ....................................... 43
5.1 Summary of findings ............................................................................................. 43
5.2 Conclusion ............................................................................................................. 44
5.3 Recommendations ................................................................................................. 44
5.4 Limitations and avenues for future studies ........................................................... 45
References ...................................................................................................................... 46
Appendix: questionnaire .............................................................................................. 52

結果 (中文) 1:

摘要社会媒体平台如 Facebook、 Twitter、 MySpace、 Linkedln，Youtube 已经吸引了大量的用户，很多人每天花几个小时，在这些平台。因此，这些平台已成为肥沃为目标不同类型的客户的广告客户营销人员。然而，这些广告的影响已变得越来越普遍。探讨因此对购买行为的社会媒体用户弹出广告的影响。404 的社交媒体用户都熟悉这些在线广告样本来自加纳的一所公立大学。进行了描述性统计和多元回归分析。结果显示，社交媒体用户感知弹出式广告作为侵入。此外研究确立了被认为是可信，兼具娱乐性和知识性的弹出式广告对社交媒体用户的购买行为产生积极影响。另一方面，被认为具有侵扰性的弹出式广告对购买行为的在线用户产生负面影响。这项研究建议，除其他外，营销商和广告应设计以获得良好的反应从在线用户是有吸引力的、 可信的和侵入性较低的弹出广告。关键的话: 流行音乐-起广告;消费者的购买行为;社交媒体;加纳2内容1 Introduction ..................................................................................................................11.1 Background to the study ..........................................................................................11.2 Problem statement ...................................................................................................31.3 Objective of the study ..............................................................................................41.3.1 specific objectives .............................................................................................41.3.2 research questions .............................................................................................41.4 本研究的意义......41.5 Scope of the study ....................................................................................................51.6 组织的研究......52 literature review ...........................................................................................................72.1 的广告概念......72.2 在线和网站广告...82.3 Social media ...........................................................................................................102.4 社会媒体广告...122.5 形式的在线广告......122.5.1 floating ad ........................................................................................................122.5.2 pop-up ads .......................................................................................................132.5.3 banner ads ........................................................................................................152.6 的弹出式广告效应......152.7 消费者对在线广告的态度......162.7.1 知识性 (质量信息)......182.7.2 消费者感知的侵入性弹出广告...182.7.3 entertainment ...................................................................................................192.7.4 credibility: .......................................................................................................202.8 态度行为关系......212.9 理论的模型和假说的发展......223 Research methodology ...............................................................................................243.1 Research design .....................................................................................................243.1.1 research purpose ..............................................................................................243.1.2 research approach ............................................................................................253.1.3 research strategy ..............................................................................................273.2 Population of the study ..........................................................................................2833.3 取样技术和大小...283.4 Sources of data ......................................................................................................293.4.1 primary data sources .......................................................................................293.4.2 二级来源的数据......303.5 Survey instrument .................................................................................................303.6 数据分析技术......304 数据分析和结果的讨论......324.1 Sample characteristics ...........................................................................................324.2 社会媒体成员资格的参与者...334.3 对社交媒体用户对弹出广告的看法......344.4 影响的弹出式广告对购买意向的受访者...364.5 弹出式广告的态度......374.6 弹出广告对用户的购买行为的影响......384.6.1 可靠性的各种构造...384.6.2 回归分析的结果。394.7 Discussion of results ..............................................................................................41调查结果、 结论和建议的 5 摘要...435.1 Summary of findings .............................................................................................435.2 Conclusion .............................................................................................................445.3 Recommendations ................................................................................................. 445.4 Limitations and avenues for future studies ........................................................... 45References ...................................................................................................................... 46Appendix: questionnaire .............................................................................................. 52

結果 (中文) 3:

摘要
社交媒体平台如facebook，推特，聚友网，Linkedln，YouTube已经吸引了大量的用户，很多人每天花几个小时在这些平台。因此，这些平台已经成为市场营销/广告主针对不同类型的客户的肥沃的理由。然而，这些广告的影响变得越来越普遍。因此，研究探讨了弹出式广告对社会媒体用户购买行为的影响。404的社会媒体用户谁是熟悉这些在线广告的样本来自加纳的公立大学。描述性统计及多元回归分析。调查结果显示，社交媒体用户认为弹出式广告作为侵入。研究还表明，弹出式广告，被认为是可信的，有趣的和信息的社会媒体用户的购买行为有积极的影响。另一方面，被视为侵入的弹出式广告，对在线用户的购买行为有负面影响。这项研究建议，在其他，，营销商和广告商应该设计的弹出式广告，是有吸引力的，可信的，干扰少，为了从在线用户收到良好的反应。
关键词：弹出广告；消费者购买行为；社会媒体；加纳
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内容
1引言..................................................................................................................1 1。1研究的背景..........................................................................................1
1.2问题陈述...................................................................................................本研究.............................................................................................. 3
1.3目的4
1.3.1具体目标.............................................................................................4
1.3.2研究问题.............................................................................................本研究.........................................................................................
1.4意义44
1.5研究...........................................范围.........................................................5
1.6组织的研究.........................................................................................5
2文献综述...........................................................................................................7
2.1广告........................................................概念...............................7
2.2网络在线广告.....................................................................................8
2.3社交媒体...........................................................................................................10
2.4社交媒体广告...................................................................................12网络广告的形式................................................................................... 2.512
2.5.1浮动广告........................................................................................................12
2.5.2弹出广告.......................................................................................................13
2.5.3横幅广告........................................................................................................15
2.6实效广告弹出..................................................................15
2.7消费者态度的在线广告...................................................................16
2.7.1信息（质量信息）........................................................18
2.7.2消费者感知侵扰的弹出广告............................................18
2.7.3娱乐...................................................................................................19
2.7.4信誉：.......................................................................................................20 2。8态度行为关系.........................................................................21
2.9理论模型和假设发展...................................................22
3研究方法...............................................................................................24
3.1研究设计.....................................................................................................24
3.1.1研究目的..............................................................................................24
3.1.2研究方法............................................................................................25
3.1.3研究策略..............................................................................................27
3.2人口的研究..........................................................................................28
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3.3采样技术和规模.................................................................................数据...................................................................................................... 28
3.4来源29 3。