1. AN INVESTIGATION OF ONLINE DISPLAY ADVERTISING AND ITS EFFECT ON CONSUMER BEHAVIOURAL RESPONSES IN GHANA

» CHAPTER ONE INTRODUCTION   1.1 Background of study Because of its unrivaled reach, targeting, information richness, and interactivity, the internet has earned a special place as a preferred medium of choice in modern advertising since its inception (McCoy et al., 2012; Nihel, 2013; Liu & Mattila, 2…Continue Reading »