Department of Mass Communication & Media Studies

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https://repository.lcu.edu.ng/handle/123456789/22

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Browsing Department of Mass Communication & Media Studies by Subject "Advertising"

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    Influence of Aquafina Social Media Advertisements on Lead City University Undergraduates Buying Behaviour
    (Lead City University, Ibadan, 2024-12) Tosin Clementina OGHARA
    Social media advertising represents a significant advancement with highly targeted, personalized content enabled by advanced algorithms. It allows direct brand-consumer interaction and real-time feedback response. However, the constant exposure can lead to impulsive buying, reduced consumer autonomy, and reliance on social proof like user reviews. The interactive nature of social media blurs the line between genuine engagement and strategic persuasion, posing challenges for consumer decision-making. The study examined the influence of influence of Aquafina social media advert on Lead City undergraduates buying behaviour. The Theory of Reasoned Action and Elaboration Likelihood Model provided the theoretical guide for the study. Descriptive survey research design was adopted, and the total number of students that made up the population of the study was 12, 972. 388 respondents were randomly selected to form the sample. A self- structured questionnaire was used to gather the data. The collected data were presented and analyzed using descriptive and inferential statistics. The results obtained revealed that majority (28.3%) of respondents were minimally exposed to Aquafina contents on their social media timelines. The study revealed that majority (32.7%) of respondents purchased Aquafina products because of their perceived quality, highlighting the importance of product quality in driving purchasing decisions. Findings further revealed that majority (51.2%) of respondent do not find Aquafina's social media adverts appealing and engaging, indicating a lack of effectiveness in capturing audience attention. It was further revealed that majority (32.1%) of respondents believed that the price of the product do not influence their decision to buy Aquafina, indicating that price sensitivity is a significant factor affecting purchasing decisions. The study concluded that social media platforms play a pivotal role in shaping consumer engagement and brand perception. The study recommends that Aquafina should increase the frequency and targeting precision of its social media advertisements to ensure wider and more consistent reach across all user segments. Keywords: Social media advertisement, Advertising, Marketing, Internet, Online advertising Word Count: 325
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    Influence of Pepsi Digital Advertisement on Buying Behaviour and Brand Loyalty among Undergraduates of Lead City University
    (Lead City University, Ibadan, 2024-12) Oluwaseun ONASANYA
    Social media has become an integral part of daily life for millions worldwide, offering a platform for communication, entertainment, and commerce. One notable aspect of social media is its role in advertising. The study examined the influence of Pepsi digital advertisement on buying behaviour and brand loyalty among undergraduate students of Lead City University. The theory of Reasoned Action and Technological Determinism provided the theoretical framework for the study. The descriptive survey method was adopted, and 388 respondents were randomly selected to form the sample population. A self-structured questionnaire was used to source the data. The collected data were presented and analyzed using statistical package for social sciences (SPSS). The results obtained revealed that the majority of the majority of respondents reported that they easily recognized Pepsi's digital advertisements among other brands' advertisements online. The study revealed that majority of respondents are consistently exposed to Pepsi's digital content on social media platforms stating that they always see Pepsi contents on their timelines. Findings further revealed that the majority of respondents believe that Pepsi's digital advertisements significantly influence there purchasing decisions. It was further revealed that the majority of respondents agreed that these advertisements reinforced their loyalty to the Pepsi brand and positively impacted their loyalty. From the findings, it was also revealed that the majority of the respondents acknowledged the significant role of Pepsi's digital advertisements in retaining customers, indicating Pepsi should enhance social media engagement by creating interactive content. Pepsi should explore diverse ad formats to maintain audience interest and Strengthen partnerships with influencers for wider reach. Keywords: Digital advertisement, Advertising, Marketing, Internet, Online advertising Word Count: 258