Customer purchase decisions of clothing amongst students in Nigerian private universities: The effect of digital advertising

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With the proliferation of digital platforms, businesses, including clothing brands, increasingly leverage digital advertising to reach and engage their target audiences. However, limited research explicitly explores its influence on purchasing decisions in Nigeria, particularly among private university students. This research aims to determine the effects of digital advertising on customer purchase decisions for clothing among students. The study surveyed a target population of 450 students randomly selected from four private universities (Covenant University, Bells University of Technology, Crawford University, Crescent University) in Ogun State, Nigeria. The data collected from the field were subjected to analysis using multiple linear regression. The results revealed that digital advertising affects consumer purchase decisions among students of private universities. Specifically, digital advertising has a significantly positive effect on customer awareness (adj. R2 = 0.220, F (4, 416) = 30.294, p < 0.05); customer interest (adj. R2 = 0.112, F (4, 416) = 14.024, p < 0.05), and customer purchase desire (adj. R2 = 0.102, F (4, 416) = 12.758, p < 0.05). Thus, this study recommends that any clothing businesses targeting students for sales growth and sustainability in Nigerian universities should leverage digital advertising. The result further noted the need to focus on variables such as search engine optimization, social media, and digital influencers to boost customer purchase decisions.

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    • Table 1. Summary of multiple regression between digital advertising strategies and customer awareness of clothing in Nigerian private universities
    • Table 2. Summary of multiple regression of digital advertising and customer interest in clothing in Nigerian private universities
    • Table 3. Summary of multiple regression of digital advertising channels and customer purchase desire of clothing in Nigerian private universities
    • Conceptualization
      Emmanuel O. Ajike, Jeremiah A. Aderimiki, Ayodeji G. Bamidele, Nwankwere Idowu
    • Data curation
      Emmanuel O. Ajike, Jeremiah A. Aderimiki, Ayodeji G. Bamidele, Nwankwere Idowu
    • Formal Analysis
      Emmanuel O. Ajike, Jeremiah A. Aderimiki, Ayodeji G. Bamidele, Nwankwere Idowu
    • Funding acquisition
      Emmanuel O. Ajike, Jeremiah A. Aderimiki, Ayodeji G. Bamidele, Nwankwere Idowu
    • Investigation
      Emmanuel O. Ajike, Jeremiah A. Aderimiki
    • Methodology
      Emmanuel O. Ajike, Jeremiah A. Aderimiki, Ayodeji G. Bamidele, Nwankwere Idowu
    • Software
      Emmanuel O. Ajike, Jeremiah A. Aderimiki
    • Supervision
      Emmanuel O. Ajike, Jeremiah A. Aderimiki
    • Writing – original draft
      Emmanuel O. Ajike, Jeremiah A. Aderimiki
    • Project administration
      Ayodeji G. Bamidele, Nwankwere Idowu
    • Writing – review & editing
      Nwankwere Idowu