Browsing by Author "Kamal Idowu DAUDA"

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    Examining The Relationship Between Whatsapp Advertisement Exposure And Purchase Intentions Among Undergraduate Students In Ilorin, Nigeria
    (2025-06-02) Kamal Idowu DAUDA
    With the increasing penetration of smartphones and social media platforms among students, WhatsApp has emerged as a significant channel for digital marketing and consumer engagement. This research investigated how exposure to advertisements on WhatsApp influences students’ purchasing decisions, brand perceptions, and consumption patterns. Using a quantitative research design, data were collected from 400 undergraduate students across four universities in Ilorin through structured questionnaires. Descriptive statistics, including mean scores and standard deviation, were employed to analyse the data. Key findings revealed that 87.5% of respondents were exposed to WhatsApp advertisements daily, with 78.3% reporting that these advertisements influenced their buying decisions. The study found high levels of trust in peer-shared advertisements (Mean= 3.82, SD= 0.94) and business page promotions (Mean= 3.67, SD= 1.02). Students reported that product quality information (Mean= 4.12, SD= 0.78), price discounts (Mean= 4.08, SD= 0.82), and visual appeal (Mean= 3.94, SD= 0.89) were the most influential factors in their purchasing decisions. However, concerns about product authenticity (Mean= 3.45, SD= 1.08) and payment security (Mean= 3.38, SD= 1.12) were identified as barriers to purchase completion. The study concluded that WhatsApp advertisements significantly influence students’ buying behaviour, particularly for fashion items, gadgets, and food products. Recommendations include enhanced consumer protection measures, improved digital literacy programmes, and ethical advertising practices to ensure sustainable and responsible digital commerce among students.
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    ROLE OF SOCIAL MEDIA CAMPAIGN IN PERCEPTION, ATTITUDE AND PREVENTIVE BEHAVIOUR TOWARDS HIV AMONG YOUTHS IN ILORIN TERTIARY INSTITUTIONS
    (2021-05-03) Kamal Idowu DAUDA
    Social media had played significant role in the lives of adolescents and young adults in various ways. This study identified gap in literature as regards the role of social media in attitude, perception and preventive behaviour against HIV/AIDs, hence, this study unraveled the role of social media network sites in perception, attitude and preventive behaviour against HIV/AIDs among tertiary institution students in Ilorin metropolis. Cross-sectional survey research design was adopted and data was gathered from selected two hundred and eighty nine (289). more of the respondents 154 (53.3%) were males, while the other 135 (46.7%) were females. Gathered data were analyzed using simple frequencies and Pearson Product Moment Correlation (PPMC). Findings revealed that there exists significant relationship between perception of HIV and social media utilization (r = .79; P<.01). The relationship is positive, hence implies that the higher the utilization of social media platforms, the higher the perception of HIV. Also, there exists significant relationship between attitude towards HIV and social media utilization (r = .67; P<.01). In addition, there exists significant relationship between preventive behaviour towards HIV and social media utilization (r = .67; P<.01). The relationship is positive, hence implies that the higher the utilization of social media platforms, the the more preventive behaviour against HIV among tertiary institution students in Ilorin. Finally, it was discovered that number of social media subscribed to, hours spent on social media and frequency of login into social media jointly predicted perception of HIV [R = .98; R2 = .97; F (3, 285) = 2681.39; P<.01], attitude towards HIV [R = .98; R2 = .97; F (3, 285) = 2743.40; P<.01] and preventive behaviour against HIV among students of tertiary institution in Ilorin [R = .98; R2 = .96; F (3, 285) = 2293.87; P<.01]. From the findings, it was concluded that social media platforms were significant correlates of perception, attitude and preventive behaviour towards HIV. From the findings, it was therefore recommended that future HIV/AIDS campaigns should adopt more of social media platforms such that there will be more positive results in preventing the spread of HIV/AIDS among tertiary institution students.