Influence of Facebook Advertisement on the Buying Behaviour of Students of a Nigerian University
Church S. Akpan, Nduka N. Nwankpa, Vivian O. Agu

Abstract
The study investigated the influence of Facebook advertisement on young people’s buying behaviour. In doing this, it focused on the undergraduate students of the University of Nigeria, since the Facebook is a veritable platform for advertising youth-oriented products given its popularity among young people. It was aimed at ascertaining whether these young people access advertisements on Facebook and see them as being targeted at the youths as well as to find out whether the advertisements influence them to patronize the product. The survey method was adopted while four research questions guided this study. Questionnaire and personal interview were the instruments for data collection while stratified random sampling technique was used to draw 396 respondents from the population using the Taro Yamene statistical sampling method. For clarity purposes, data obtained was reported using simple percentages and frequencies. Results of the analysis indicated that a majority of the respondents access advertisements on Facebook and see them as being targeted at the youths. The findings also reveal that there was no significant margin between those who patronize the products advertised on Facebook and those who do not, with 54.8% patronizing and 45.2% not patronizing. This calls for more concerted efforts on the part of ad agencies and advertisers to make the advertisements on Facebook more alluring and catchy as well as put all details needed to facilitate more patronage of the advertised product.

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