An Assessment Of Facebook And Radio Advertisements On The Purchasing Habits Of Godfrey Okoye University Students

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