An Assessment Of Facebook And Radio Advertisements On The Purchasing Habits Of University Students.
[A CASE STUDY OF GODFREY OKOYE UNIVERSITY THINKERS CORNER ENUGU]

2.3 EMPIRICAL REVIEW

2.3.1       Aminudin (2017) set out to study the effects social media has on higher institution students spending habits. Using interview method, he  found out that responses that were collected from the interviews were a mixture of the opinions and views from the participants however they all follow along the lines of strong agreements that social media does influence their spending habits. Five findings of social media usage among students, impact of social media on consumer behavior, social media as a marketing tool, effective social media platforms for advertising and social media trends that effects spending habits were all looked at.

2.3.2     Owusu et al,(2015) set out to study the influence of television and radio advertisements on the decisions of tertiary students to purchase telecommunication products in Cape Coast .They found out  that  in all advertising activities, the ideal is to maximize the number of people who see the advertisement (reach) or to create the optimal situation of advertisement display by repeating it (frequency).Reach and frequency are proportional to each other; that is to say, publishing of an advertisement for people who have not seen it, is expanding its reach; (Hanafizadeh and Behboudi, 2008).  On the other hand, this publishing is the average increase in display for those who have already seen it (DoubleClick, 2003). Displays through various media have different reach and frequency. Also, other variables such as the effect or qualitative value of an exposure (Kotler, 2001) and attitude toward media are effective in this regard.

Product involvement means how the product is placed in people's lives (Cushing and Douglas-Tate, 1985). When product involvement is low, consumers do not process text claims of the brand (such as description of  product features). The reason is that brand text clai  ms of the brand require more cognitive efforts compared to image based stimuli (Chattopadhyay, 1998) and consumers are not well motivated to devote more cognitive efforts for low involvement products (Warrington and Shim, 2000). When product involvement is high, consumers process an advertisement more actively and devote more time and effort to it. Consumer perception is directly influenced y the degree of involvement they have with the advertisement or advertised product (Vaughen, 1986).

2.2.3     Richard and Guppy (2014), set out to investigate the influence on consumer purchase intention and discovered that Trust is a central theme in previous researches about online purchase decisions. Weisberg, Te’eni and Arman (2011) investigated the importance of trust in the online environment with respect to past-purchase and intention to purchase in e-commerce. Trust can be defined as ‘a psychological state comprising the intention to accept vulnerability based upon positive expectations of the intentions of behaviour of another’ (Rousseau et al., 1998).

Van der Heijden et al. (2003) identifies two types of issues that affect consumers’ online purchases decisions, which are technology and trust. Trust is known to decrease uncertainty in both online and offline shopping contexts, that the immediate physical environment, salespeople and previous customers through word of mouth can create (Weisberg et al., 2011). As a result, trust is an essential element in order for consumers to make purchase decisions. In regards to online purchases, firms’ presence through their website and social networking page is the only way for consumers to overcome this uncertainty as the physical shop is replaced by an IT system creating an impersonal storefront (van der Heijden et al., 2003). Personal interactions and offerings, human-computer interfaces, the use of avatars and familiar pay options such as PayPal were identified as potential strategies online firms can use as there is no physical interaction (van der Heijden et al 2003)

 Weisberg et al, 2011). In this study, trust is not measured directly against consumer purchase decisions. It is incorporated within each Facebook social plug in as consumers will unconsciously have a level of trust if they take notice of friends’ likes’, check-ins, comments and posts. Consequently, in an online environment firms need to communicate to their customers through their website and social networking page to ensure consumers can build trust, and alternatively purchase from the business.

2.3.4     Sundarapandiyan et al (2015) set out to study the influence of media advertisements on the purchasing decisions of Generation Y customers in Penang, Malaysia. and the following were discovered that Media Advertisements particularly T.V. was very significant while Social Media Print Media, Word-of-mouth, and Show-room Display were positively inclined in the frequency analysis.

2.3.5     Madni (2014) conducted a research  to determine the effect of social media in our lives in recent years and to determine the effects of social networks on the purchasing behavior of consumers in Pakistan.. The results form collected data indicate that the social media has a significant impact on consumption behavior in Pakistan.

2.3.6     Rajagopal (2011) set out to study the impact of radio advertisements on the buying behaviour of urban commuters and the  following were his findings , the study revealed that shopping behaviour of urban consumer at retail stores in response to radio advertisements is highly influenced by the physical, cognitive and economic variables. Radio advertisements propagating promotional messages on sales of products have quick response to the supermarkets and department stores. Listeners of radio commercials are attracted towards advertisements, which are more entertaining while disseminating the message. This study on impact of radio advertisements on consumer behaviour revealed that advantage shopping at retail stores in response to radio advertisements is highly influenced by the physical, cognitive and economic variables.

2.3.7      Ajide (2017) conducted a research on  the spending pattern of youths in Nigeria.  It was discovered that the variables which best represent the spending patterns of youth in Nigeria were shopping, transportation, movies, mobile phone expenses and fast food among others. The analysis showed that there were significant differences in the spending pattern among male and female youths. And, the major source of their income was pocket money got from relatives and family. It was also reported that a significant positive relationship existed between pocket money and spending pattern. There was no significant difference in saving among male and female youth. It was therefore concluded that the youth spend most of their income towards fast food, shopping, movies and transportation in Nigeria.

2.3.8      Jenyo and Soyoye (2015)  set out to undertake a research on  online marketing and consumer purchase behavior and the fundings show that online marketing has impacted consumer purchase decisions in Nigeria firms. There is a significant relationship between consumer purchase decisions and infrastructure of the internet in Nigeria. There also exists relationship between internet security and consumer purchasebehaviour. These simply imply that one variable influences the other.