Influence of Social Media Advertisements on Purchase Decisions of Undergraduates in Three Nigerian Universities

Advertising has been greatly impacted by the social media targeted particularly at younger users on the various platforms. However, little is known specifically about how social media advertisements influence purchasing decisions among these young people in Nigeria. Hence, this study examined the exposure, viewership and influence of social media advertisements on the purchasing decision of young people using undergraduates in three Nigerian universities. The three universities were purposively selected. Adopting a survey design and using a multistage sampling technique, a 13 item questionnaire was administered to385students which formed the sample.Findings showed that social media advertisements are very visible in terms of high exposure (66.9%) but limited in influencing purchase decision(14.3%)among the respondents