Examining The Relationship Between Whatsapp Advertisement Exposure And Purchase Intentions Among Undergraduate Students In Ilorin, Nigeria

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dc.contributor.authorKamal Idowu DAUDA
dc.date.accessioned2026-07-23T09:23:11Z
dc.date.available2026-07-23T09:23:11Z
dc.date.issued2025-06-02
dc.description.abstractWith 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.
dc.identifier.citationDAUDA, K. I. (2025). Examining The Relationship Between Whatsapp Advertisement Exposure And Purchase Intentions Among Undergraduate Students In Ilorin, Nigeria.
dc.identifier.urihttps://kwasuspace.kwasu.edu.ng/handle/123456789/7562
dc.language.isoen
dc.titleExamining The Relationship Between Whatsapp Advertisement Exposure And Purchase Intentions Among Undergraduate Students In Ilorin, Nigeria
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