1 Adekunle Ajasin University, English Department, Faculty of Arts, Akungba Akoko, Ondo state, Nigeria.
2 University of Ghana, Department of Psychology, Institute of Psychology, Greater Accra Region, Ghana.
3 University of Benin, Department of Foreign Languages, Faculty of Arts, Benin City, Edo State, Nigeria.
4 Ebonyi State University, Department of Economics, Institute of Social Sciences and Humanities, Abakaliki, Ebonyi State, Nigeria.
Research Article
World Journal of Advanced Research and Reviews, 2024, 23(01), 563-588
Received on 23 May 2024; revised on 03 July 2024; accepted on 06 July 2024
This study investigates the impact of online advertisements on the purchasing habits of students at Adekunle Ajasin University Akungba Akoko (AAUA) in Ondo State, Nigeria. In the digital age, online advertising has become a pivotal tool for marketers, significantly influencing consumer behavior, especially among university students who are avid internet users. This research aims to understand the extent to which online advertisements affect students' purchasing decisions, preferences, and overall consumer behavior. A mixed-methods approach was employed, combining quantitative surveys and qualitative interviews to gather comprehensive data from AAUA students. The findings reveal that a substantial proportion of students frequently encounter online advertisements, with social media platforms and search engines being the most common channels. The study highlights that online advertisements significantly influence students' awareness, interest, and desire for products and services, ultimately affecting their purchasing decisions. Factors such as the credibility, relevance, and creativity of advertisements play crucial roles in shaping students' perceptions and behaviors. Moreover, the study identifies the prevalence of impulse buying triggered by attractive online ads among the student population. The research underscores the importance for marketers to craft targeted and engaging online advertising strategies to effectively capture the attention and influence the purchasing habits of this demographic. The implications of these findings suggest that online advertising is a powerful tool for shaping consumer behavior among university students, providing valuable insights for businesses aiming to tap into this market segment. This study contributes to the growing body of literature on digital marketing and consumer behavior in the context of Nigerian universities.
Online advertisements; Purchasing habits; University students; Digital marketing; Consumer behavior; Social media advertising; Search engine marketing; Impulse buying; Targeted advertising; Adekunle Ajasin University; Nigerian universities; Student consumer behavior; Internet marketing; Brand awareness; Digital influence
Preview Article PDF
David Opeyemi Adebayo, Gideon Kwame Asumadu-Boateng, Chijioke Onuchukwu and Nweze Gift Ifeyinwa. The impact of online advertisements on the purchasing habits of Nigerian University Students: A Case Study of Adekunle Ajasin University Akungba Akoko, Ondo State. World Journal of Advanced Research and Reviews, 2024, 23(1), 563-588. Article DOI: https://doi.org/10.30574/wjarr.2024.23.1.1998