The Influence of Pop-up Advertising on Consumer Purchasing Behavior

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 online advertising, especially pop-up ads on the purchase behavior of social media users. A sample of social media users who are familiar with these online ads were drawn from a public university in Ghana. The findings reveal that social media users perceive online ads, especially pop-up ads as intrusive and ineffective. Also the study establishes that pop-up ads have little impact on the purchase behavior of social media users since a negative attitude has been formed towards pop-up ads. Based on the findings of the study, it is recommended, among other things, that advertisers should design pop-up ads that are user friendly and less intrusive.