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

2.3.7   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.                                                          
 

2.3.9 Rupesh (2016) carried out a research on impact of media advertising on consumers buying behavior and the outcome of his study was  that to succeed in the Market, Companies will need to focus and concentrate on the presentation of their Products and that Current Scenario says that the buying behaviour of consumers is changing rapidly like never before, so the companies should take care of the interest and taste of the buyers. One of the main thing in media advertising is, that all the advertisements are displaying for all viewers. Therefore many advertisements are irrelevant for many viewers. There must be a proper planning and strategies have to be used to capture the mind-set of the viewers or consumers.  

2.3.10 Thoene (2012) conducted a research on the impact of social networking sites particularly facebook and twitter on college students consumption patterns and she discovered the following  that both Facebook and Twitter are being used

to obtain sales information and promotions. Furthermore, gender has an impact on social networking sites. Additionally, this study found the higher the frequency of social media usage the more likely customers are to shop at the businesses they have befriended.

 2.4   Theoretical Frame Work

This study is anchored on three theories, these theories are;

2.4.1

Social Relationship Theory

The emphasis on the social relationship theory is on the interaction (relationship) of members of social categories . Interpersonal communication is of importance because members of a group or groups can influence each other through face to face situations.

This theory is relevant to this work because humans live in groups and relate with each other and are bound to be influenced by advertisement  messages because of their social relationship with each other and youths in particular are often influenced by their peers ,this influence could make them patronise products advertised or it could make them immune to the persuasive influence of  these advertisements these factors that impend effect media messages are  known as intervening variables  and these intervening variables determine how people react to mass media messages  and how much impact a particular message could have on the attitudes and behaviours of the audience (Okunna and Omenugha ,2012).

2.4.2  

Source credibility Theory

 This theory was propounded by Hovland et al (1951) and it’s a situation where the authenticity of a message determined by the source of that message or information  and this statement is supported by Umeogu (2012) who defined it as a situation where message believability is dependent on the credibility status of the sender in the minds and eyes of the receivers . This is because ,how credible a message is seen determines the response and influence of that message and McCrosky et al (1974) was on the same page with this as he noted that communicators with high credibility in the eye of the message receivers tend to have respect and their words are accepted more readily.

This theory is related to this research work because while looking at what medium that influences undergraduates on their purchasing habits , we are aware that the source of information plays a major role in how well that message would be received and advertisements are not exempted from this scrutiny .

2.4.3

Uses and Gratification theory

The uses and gratification theory was propounded by Katz in  1970  .This theory  focuses on how the audience use the mass media at will and for whatever purpose they choose to do so rather than the mass media affecting the people and Ndolo (2005) assents to this as he says this theory is audience centered because it asks what  the people do with the media rather than what the media does to people .In this theory it looks at the people using the services offered by the media to satisfy themselves .

According to Katz et al (1974) it is concerned with the social and psychological origins of needs which generate expectations of the mass media and this leads to differential patterns of media exposure thereby resulting  in need gratifications and other consequences. This is  basically talking about how the people uses the media to satisfy their needs .

This theory is relevant to this study because in recent the mass media is not passive any more they decide whether to view or programme or pay attention to an advertisement even if it is in the middle of their favourite programs thereby choosing which of their needs the media would meet which could be guidance ,relaxation ,tension reduction ,social integration ,entertainment or information.

2.5 Summary

In this chapter ,the researcher reviewed six concepts in this research work ,ten sets of empirical studies ,varying in amount of value they add in this study . The researcher also reviewed theories relevant to this work (social relationship ,agenda setting and uses and gratification theory) . It is clear from this landscape of work that scholarly and researchers’ interest in assessment of facebook and radio on purchasing habits of youths is resilient but also it is noteworthy to know that substantial gaps persist in the collected works