TABLE OF CONTENTS
CHAPTER ONE: INTRODUCTION
1.1 Background to the Study
1.2 Statement of the Problem
1.3 Objective of the Study
1.4 Research Questions
1.5 Hypotheses
1.6 Significance of the Study
1.7 Scope of the Study 7
1.8 Operational Definition of Terms 7
CHAPTER TWO: REVIEW OF LITERATURE
2.0 Introduction
2.1 Conceptual Model
2.2 Review of Relevant Concepts
2.2.1 Online Advertising
Content
2.2.2 Consumer Perception
2.2.3 Purchase Decision
2.2.4 Smartphones
2.2.4.1 Smartphone Market
2.2.4.2 Consumers’ Perception of Smartphones
2.2.4.3 Consumers’ Purchase of Smartphones
2.3 Theoretical Framework
2.3.1 Gibson’s Theory of Direct Perception
2.3.2 AIDA Model
2.4 Empirical Review
2.5 Summary
CHAPTER THREE: METHODOLOGY
3.0 Introduction
3.1 Research Design
3.2 Population
3.3 Sample size and sampling Technique
3.4 Research Instrument
3.5 Validity of Research Instrument
3.6 Reliability of Research Instrument
3.7 Administration of Research Instrument
3.8 Method of Data Analysis
CHAPTER FOUR: DATA ANALYSIS, RESULTS AND
DISCUSSION OF FINDINGS
4.0. Introduction
4.1 Demographic Characteristics of Respondents
4.2 Discussion of Findings
CHAPTER FIVE: SUMMARY, CONCLUSION AND
RECOMMENDATIONS
5.1 Summary
5.2 Conclusion
5.3 Recommendations
5.3.1 Smartphone Manufacturers, Marketers and Vendors
5.3.2 Online Advertising Platforms for Smartphones
5.4 Contribution to Knowledge
5.5 Limitation of the Study
5.6 Suggestion for Further Studies
References
Appendix