ABSTRACT
The purpose of this
research study was an assessment of
radio and facebook advertisements on the purchasing habits of godfrey okoye
university students. Anchored on the uses and gratification theory, social
relationship theory and source credibility theory, the objectives of the study
was structured to determine the extent to which undergraduates youths are
exposed to advertisements on Radio and Facebook, to ascertain the media
channels preferred by undergraduate youths for advertising information and to
determine the media channels which better influences the purchasing decision of
undergraduate youths. The study adopted
the survey research method with a sample size of 317 to arrive at its findings.
The findings reveal that Facebook advertisements has a higher influence on the
purchasing habits of undergraduate youths. The study among others findings
concludes that youths are more exposed to advertisements on Facebook more than
Radio and that the diffusion and adoption of New media among youths is
increasing at a fast pace. The study
recommends that broadcast media especially radio should increase their presence
online in order to accommodate the new generation of digitalized youths. It
also recommends the presence of gate keepers on Facebook to help filter
information especially advertisement information that are not genuine.
TABLE OF CONTENTS
Title
page
Table
of contents
List
of figures
List
of Tables
Abstract
CHAPTER ONE: INTRODUCTION
1.1
Background of study
1.2
Statement of the Problem
1.3
Purpose \ objective of the study
1.4
Research Questions
1.5
Scope of the study
1.6
Significance of the study
1.7
Operational Definitions of Terms
CHAPTER TWO: REVIEW OF RELATED
LITERATURE
2.1
Introduction
2.2
Review of concepts
2.2.1
Audience of the Mass Media
2.2.2
New media
2.2.3
Facebook
2.2.4
Broadcast Media
2.2.5
Radio
2.2.6
Advertising in Nigeria
2.3
Review of Related Literature
2.4
Theoretical Framework
2.5
Summary
CHAPTER THREE: METHODOLOGY
3.1
Introduction
3.2
Research Design
3.3
Population of Study
3.4
Sample Size
3.5
Sampling Technique
3.6
Description of Research Instrument
3.7
Validity and Reliability
3.8
Method of Data Collection
3.9
Method of Data Analysis
CHAPTER FOUR: DATA
PRESENTATION AND DISCUSSION OF FINDINGS
4.1
Introduction
4.2
Data presentation and Analysis
4.3
Discussion of Findings
CHAPTER FIVE: SUMMARY
CONCLUSION AND RECOMMENDATION
Introduction
Summary
of Findings
Conclusions
Recommendations
References
Appendix
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
Information is the oil that drives
the wheel of socialization and human development. Human beings as integral
components of the society depend on it, probably to know the government
policies and how it affects them or it could as well revolve around some
elementary issues such as sports and entertainment. Like a popular aphorism will posit: “a person
who is uninformed is deformed.”
Advertising is the publicizing of
goods and services in order to achieve higher sales. According to Kennedy(2017)
says that advertising is salesmanship in print and Presbrey (2017)could not agree less, to him
advertising is a printed ,oral and illustrated art of selling. Similarly
Advertising Practitioners’ of Nigeria (1993),advertising is a form of communication
through media about products ,services and ideas paid for by an identified
sponsor. Advertisements could be carried through the traditional media which
includes radio, television, billboards etc and the new media which includes
Facebook , Instagram ,twitter etc which usually has a higher population of
young users, we also have different categories of mass media audience but for
the purpose of this research we will be looking at the active audience.
According to Okunna (2012) an active audience chooses which medium they expose
themselves to ,they are also active in deciding which
which sections and programmes of the
selected medium to choose. This means that an active audience on radio could
decide to tune for the sole purpose of listening to news programs ,while an
active facebook user could decide to go online just or to meet new people and
not see products being advertised, there are various modes of advertisements
both on new and broadcast media ,it could be through internet pop ups which appear while browsing
and it usually advertises products that would be found appealing to that
particular user or there could be o5ther cases of advertisements slid in
between very interesting programmes as is the case with the broadcast media.
Purchasing habits in consumers have
evolved from going to the conventional market and word of mouth. The
conventional market having to do with the marketing campaign trying to find out
where the target audience are and making their advertisements appear in these
places through the use of the broadcast media. An example being in the past we
bought things based on the advertisements made by either the radio or
television stations. Practical examples include; indomie’s very popular
advertisement which was aired on television stations and made catchy and entertaining
to the extent indomie became the general name for all noodles in the country.
But in recent years, people buy things not
based on what they see on Facebook but they buy also from Facebook. As media
critique David Shaw said, the internet has the potential to be the best sales
tool and the best advertisement and direct marketing tool ever devised. Our
case study being Facebook, focuses on social networking ,and allows its users
to express themselves, share emotions and as well publish their views on issues
on the internet or happening around them .It also gives room for meeting new
people, sharing and discussing ideas hence the tag “social media” .It gives
advertisers the easy access to their target market thereby assisting in making
sales easier. Ever since its inception, it has had a large followership.
Moriarty et al (2014) asserts that by
2007 the smaller but still popular Facebook had created a community of 24
million members, comprising mainly of young adults and adults. Considering the
ever changing and competitive field of advertising, marketing advertisers and
marketers always looking for new and easier ways to reach their target audience
and what better place than a site with a large population of youths who would be exposed to their advertisements on
products and services.
So in this study, we are going to
discover which of these two mediums radio and Facebook have the higher
influence on the purchasing habits of undergraduates (Godfrey Okoye university
students).
1.2 STATEMENT OF PROBLEM.
Advancement in information and
communication technologies has impacted every sphere of our human endeavor.
This effect is also felt in the advertising sector.
Before the dawn of the new media,
advertising existed mainly on the mainstream media. However today, advertising
has gone beyond the mainstream media to social media. Along similar lines,
McMahon, Gay and Carlier (2016) posits that emergence of social media and
subsequent trend of change in media consumption are pushing businesses to adopt
social media, specifically Facebook as one of the advertising and marketing
tool. In the same vein , Straley (2010) in her study found that half of all the
consumers said that they had already purchased something or switched to another
product or brand because of an advertisement or recommendation they received
through social media.
On the other hand, radio as a
broadcast medium is attributed with the speed of message delivery and ability
to transmit message input without distortion. In fact Nwosu and Nkamnebe
(2006,p.6a) rightly states that “ radio and television also have a higher
believability or credibility rating among a higher percentage of the Nigerian
population.
However, in the midst of these
debates, arguments and significant attributes of each medium, little is done to
ascertain which of these medium exerts more influence on the purchasing habits
of people, especially the youths. In addition, despite these arguments, there
is still limited literature on comparative studies on the influence of these
medium on the purchasing habits of people, specifically on the youths. This is
in order to determine that despite the adoption of social media among the
youths, does advertisement on radio influence their purchasing habit as much as
the adverts on Facebook.
It is against this backdrop that this
work seeks to fill this gap in literature by an assessment of radio and
Facebook on the purchasing habits of Godfrey Okoye university students.
1.3 OBJECTIVES
According to Farrugia et al (2010)
research objectives are the specific aims of the study and should be clearly
stated in the introduction of the research protocol and so the objectives of
this research includes;
1. To
determine the extent to which Godfrey Okoye university students are exposed to
advertisements on radio and facebook.
2. To
ascertain which media channels are preferred by Godfrey Okoye university
students for advertisement information.
3. To
determine the extent to which each medium affect the purchasing habits of
Godfrey Okoye university students.
1.4 RESEARCH QUESTION:
The following research questions were
raised .
1. To
what extent are Godfrey Okoye University students exposed to advertisements on
radio or facebook?
2. What
media channels are preferred by Godfrey Okoye university students for
advertisement information?
3. What
media channels better influences the purchasing decisions of Godfrey Okoye
university students?
1.5 SCOPE OF THE STUDY
Earlier studies has shown that there are
various ways the media influences youths, however this study restricts itself
to an assessment of Facebook and Radio on purchasing habits of Godfrey Okoye university thinkers corner
,Enugu
1.6 SIGNIFICANCE OF STUDY
This
study is relevant for the following reasons. It would serve as guide for people
in the advertising agencies and business owners for them to know how best to
get the attention of the youth and by what medium. It turns the spotlight away
from existing studies which are pre-occupied by research on advertisements on
the broadcast and recently on social media exclusively. However, little have
been done in comparing the effectiveness of advertisements in both medium
especially with the advent and diffusion of social media on all age groups. It
would determine what medium between facebook and radio has the greater
influence on youths purchasing habits. It would serve as a referral for those
working under both media for them to know the strongest and weakest points..
1.7.
OPERATIONAL DEFINITION OF TERMS
Influence:
the
power to affect, control or manipulate something or someone.
Broadcast
media: a type of medium used in information dissemination
like the radio and television.
Social
media: Social media is defined as the online tool people
use to share content, profiles, opinions, insight, experiences and perspectives
thus facilitating conversation and interaction online between groups of
people..
Purchasing
habits; Purchasing habits can be defined as purchase of the
same brand over and over again, more due to absence of dissatisfaction than
because of a positive loyalty.
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