Influence of Advertising on the Awareness, Preference and Demand for Selected Carbonated Soft Drink among Babcock University Undergraduates

Simple item page
dc.contributor.authorJEGEDE Omolayo
dc.contributor.authorBAMISHAYE Abayomi E.
dc.date.accessioned2026-08-27T11:00:47Z
dc.date.available2026-08-27T11:00:47Z
dc.date.issued2025-04
dc.description.abstractInfluence of Advertising on the Awareness, Preference and Demand for Selected Carbonated Soft Drink among Babcock University Undergraduates Omolayo JEGEDE (PhD) & Abayomi E. BAMISHAYE Department of Mass Communication, Babcock University, Ilishan-Remo, Ogun State, Nigeria. Abstract This study investigates the influence of advertising on the awareness, preference, and demand for carbonated soft drinks among undergraduates, focusing on Babcock University students. Despite growing health concerns, carbonated soft drinks remain popular among young adults. The study aims to address the knowledge gap on the impact of advertising on carbonated soft drink consumption among private university students in Nigeria. The study adopts the Hierarchy of Effects Model, AIDA Model Theory of Advertising, and the Theory of Planned Behaviour. A survey research design and multistage sampling method were used, with a sample size of 387 undergraduates determined using the Taro Yamane formula. Findings reveal that advertising positively influences awareness (R2 = .283, F (1, 385) = 152.086, p < .05), preference (R2 = .278, F (1, 385) = 147.882, p < .05), and demand (R2 = .422, F (1, 385) = 280.665, p < .05) for carbonated soft drinks among Babcock University undergraduates. The study concludes that advertising has a high influence on the awareness, preference, and demand for carbonated soft drinks among undergraduates. Recommendations include educational institutions collaborating to provide students with information on the health risks associated with excessive carbonated soft drink consumption and promoting healthy lifestyles through access to healthy food and beverage options, fitness programs, and health services. The study's findings have implications for policymakers, educators, and marketers, highlighting the need for responsible advertising practices and healtheducation programs to promote healthy consumption habits among young adults.
dc.identifier.issn28143663
dc.identifier.urihttps://repository.lcu.edu.ng/handle/123456789/1485
dc.language.isoen
dc.publisherLCU
dc.relation.ispartofseriesVolume 7 ; No 1&2
dc.subjectInfluence
dc.subjectAdvertising
dc.subjectPreference
dc.subjectDemand
dc.subjectCarbonated soft drink
dc.titleInfluence of Advertising on the Awareness, Preference and Demand for Selected Carbonated Soft Drink among Babcock University Undergraduates
dc.typeArticle

Files

Original bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
Journal_of_communication_&_media_tech[1]-pages-18.pdf
Size:
507.32 KB
Format:
Adobe Portable Document Format
Download
License bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
license.txt
Size:
1.71 KB
Format:
Item-specific license agreed to upon submission
Description:
Download

Collections

University Library