Influence of Aquafina Social Media Advertisements on Lead City University Undergraduates Buying Behaviour
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Date
2024-12
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Lead City University, Ibadan
Abstract
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
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Keywords
Social media advertisement, Advertising, Marketing, Internet, Online advertising
Citation
Kate Turabia