Influence of Aquafina’s Social Media Advertisements on the Buying Behaviour of Lead City University Undergraduates

Waheed Bayo Busari and Tosin Clementina Oghara
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Waheed Bayo Busari: Department of Mass Communication & Media Technology, Lead City University, Ibadan
Tosin Clementina Oghara: Department of Mass Communication & Media Technology, Lead City University, Ibadan

International Journal of Research and Innovation in Applied Science, 2024, vol. 9, issue 12, 442-450

Abstract: Social media serves as a relatively inexpensive platform for organisations to implement advertising and marketing campaigns. With the advent of the Internet and the development of Web 2.0, there is a palpable shift in the control of communication and of course, advertising. The study examined the influence of influence of Aquafina social media advert on Lead City undergraduates buying behaviour. The theory of reasoned action and elaboration likelihood model provided the theoretical framework for the study. Descriptive survey research design was adopted, and 388 respondents were randomly selected to form the sample. A self-structured questionnaire was used to gather the data. The collected data were presented and analyzed using descriptive and inferential statistics. The results obtained revealed that majority of respondents were minimally exposed to Aquafina contents on their social media timelines. The study revealed that majority of respondents purchased Aquafina products because of their perceived quality, highlighting the importance of product quality in driving purchasing decisions… Findings further revealed that majority of respondent do not find Aquafina’s social media adverts appealing and engaging, indicating a lack of effectiveness in capturing audience attention. It was further revealed tha majority of respondents believed that the price of the product do not influence their decision to buy Aquafina, indicating that price sensitivity is a significant factor affecting purchasing decisions. The study concluded that social media platforms play a pivotal role in shaping consumer engagement and brand perception. Findings revealed that most respondents purchased Aquafina independently of external factors, while many chose it for its quality. The study recommends that Aquafina should increase the frequency and targeting precision of its social media advertisements to ensure wider and more consistent reach across all user segments.

Date: 2024
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