Computer-Mediated Advertising as a Correlate of Buying Behavior Among Youths From South-East Nigeria

Abstract

This study examined the correlation between exposure to computer-mediated adverts and the buying behavior of youths from Enugu State. The correlational survey was used for the study, while a sample of 385 was selected through a multistage sampling technique. In the analysis of the result, simple percentages were used to achieve the research objectives, while the Pearson correlation coefficient ( r) was used to test the hypotheses raised. The result showed a strong positive correlation between the engagement in computer-mediated communication (CMC) and exposure to computer-mediated adverts ( r = .815, n = 362, p < 005). The findings also showed a strong negative correlation between the format of computer-mediated advertising (CMA) and the duration of viewing ( r = −.241, n = 362). Finally, the researcher found a strong positive correlation between exposure to CMA and buying decision ( r = −.666, n = 362, p < 005). The researcher concludes that the level of engagement in CMA correlates exposure and eventual purchase likelihood. The researcher recommends, among others, that efforts aimed at reaching youths through CMC should also incorporate their level of engagement.