SOCIAL MEDIA ADVERTISING AND CONSUMER PURCHASE INTENTION OF STUDENTIN OBIO AKPA CAMPUS

PRINCE LEO 1:57 AM (0 minutes ago) to me ABSTRACT The study attempted to empirically analyse the "Social Media Advertising and Consumer Purchase Intentions of Students in Obio Akpà Campus". The specific objectives of the study were to determine the effeci of Facebook advertising on consumer purchase intentions of students in Obio Aka Campus; to determine the effect of whatsapp advertising on consumer purchase intentions of student in Obio Aka Campus; and to determine the effect of Instagram advertising on consumer purchase intentions of students in Obio Aka campus. The researcher adopted the survey research design. Primary data was collected from respondents who were in 400 Level in the Faculty of Management Sciences and Social Science with the aid of a questionnaire. The data was analysed using Pearson Correlation. From the correlation analysis conducted, it was empirically proven that social media advertising has an effect on the purchase intentions of 400 level students in the Faculty of Management Science and Social Science, Obio Aka Campus. The conclusion, therefore, was that social media advertising directly influence the purchase intentions of Pam shoes among 400 level students of the Faculty of Management Science and Social Sciences, Obio Akpa Campus. The study therefore recommended that business organizations should utilise the social media platforms to advertise their products.