THE PEER GROUP INFLUENCE OF DIGITAL ADVERTISING ON CONSUMER CHOICE OF PRODUCT: A STUDY OF INDOMIE NOODLES AMONG AJAYI CROWTHER UNIVERSITY STUDENTS
Abstract
ABSTRACT
This study is aimed at investigating “The Peer Group Influence of Digital Advertising on Consumer Choice of Product: A Study of Indomie Noodles among Ajayi Crowther University Students”. The level of development in digital advertising has had a dramatic change on the conduct of business in this era of globalization. Businesses today embrace the use of digital advertising without adequate attention to salient issues concerning the digital advertising platforms and information that can affect consumer buying behaviour. It is possible that advertising of a particular product may have more impact on a particular group such as age mates, social class or peer group, socio-economic group etc more than others. This study aims to bridge this knowledge gap by exploring how Indomie noodles digital advertising strategies influence the purchase decisions of Ajayi Crowther University students. The findings will provide valuable insights for marketers, enabling them to tailor campaigns that effectively resonate with this target audience. This study was anchored on the Theory of Reasoned Action, Theory of Planned Behaviour, the Economic Theory of Buying Behaviour and AIDA Theory of Product Advertising. Cross-sectional field survey method was employed. The population drawn from Ajayi Crowther University students which is estimated to be about 3,388 undergraduate. The convenience sampling method was used to obtain a sample size of 215 respondents. Data through the convenience sampling method were obtained from Ajayi Crowther University students from their 12 faculties - Agriculture, Basic Medical Sciences, Communication and Media Studies, Education, Engineering, Environmental Studies, Natural Sciences, Nursing Sciences, Management Sciences, Social Sciences, Humanities and Law. A structured questionnaire was used to collect data on the peer group influence of digital advertising on consumer choice of product using indomie noodles as a case study.
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