Social Media Marketing and Purchase Intention of Smartphones among University of Benin Students (Published)
This study examined social media marketing and consumer purchase intention of smartphones among University of Benin students. The research focused on four components of social media marketing: Influencer Marketing (INM), Content Marketing (COM), Social Media Ads (SMA), and Social Media Viral Marketing (SMV). A sample size of 395 students was selected using a stratified random sampling technique, and data were collected through a structured questionnaire. The data were analyzed using descriptive statistics and regression analysis. The findings revealed that INM significantly influences purchase intention (B = 0.666, β = 0.731, p < 0.001), while COM, SMA, and SMV showed no significant effects. Based on the findings, it is recommended that brands prioritize influencer marketing by partnering with credible influencers who resonate with university students, re-evaluate content marketing strategies to improve personalization and engagement, and enhance the creativity of social media advertisements. Additionally, integrating viral marketing with other strategies like influencer endorsements can amplify its effectiveness.
Keywords: Content marketing, Purchase Intention, Smartphone, Social Media Marketing, digital advertising, influencer marketing
Correlation of potentials and challenges of digital advertising with consumer behaviour in Delta State, Nigeria (Published)
This study is examined the correlation of the potentials and challenges of digital advertising with consumer purchasing behaviour in Delta State, Nigeria. The scope of the study illuminated the potential and challenges of digital advertising while highlighting trends and factors of consumers’ purchasing behaviour. Following a descriptive research design, the questionnaire was used to collect data from 400 respondents drawn from the three senatorial zones in Delta State. Stata software 15.0 was used to test hypothesis and deductions were made from findings that the potential of digital advertising is helping businesses to be more visible not minding the challenges it is facing. Also drawn is the conclusion that despite the triggering trends and constraining factors of consumer purchasing behaviour, digital advertising remains viable as long as digitalization is metamorphic.
Keywords: Correlation, consumer purchasing and behaviour, digital advertising, potential challenges