Computer-Mediated Advertising as a Correlate of Buying Behavior Among Youths From South-East Nigeria

Chika Euphemia Asogwa

SAGE Open, 2020, vol. 10, issue 3, 2158244020938701

Abstract: This study examined the correlation between exposure to computer-mediated adverts and the buying behavior of youths from Enugu State. The correlational survey was used for the study, while a sample of 385 was selected through a multistage sampling technique. In the analysis of the result, simple percentages were used to achieve the research objectives, while the Pearson correlation coefficient ( r ) was used to test the hypotheses raised. The result showed a strong positive correlation between the engagement in computer-mediated communication (CMC) and exposure to computer-mediated adverts ( r = .815, n = 362, p

Keywords: advertising; buying; computer; communication; exposure; and youth (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:sae:sagope:v:10:y:2020:i:3:p:2158244020938701

DOI: 10.1177/2158244020938701

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