The Influence of Online Advertising on Student Preferences towards Smartphone Brands: A Case of the Students at University of Iringa

Abstract

The purpose of the study was to assess the influence of online advertising on student preferences towards smartphone brands. Specifically, the study intended to examine the influence of social media influencer endorsements, advertisement credibility and electronic word of mouth for the students of University of Iringa. The research employed a quantitative research approach. Cross- sectional design was used to gather data and descriptive design used to analyze and summarize the results to answer the research problem. The targeted population was 5262 students from University of Iringa where a sample size of 98 was drawn out of it. Simple random sampling technique was used to select respondents who are the students of University of Iringa. Data analysis was conducted using descriptive statistics via SPSS version 20 software. The findings highlighted the significant influence of electronic word of mouth and online advertising credibility on student preferences for smartphone brands. However, social media influencer endorsements exhibited a moderate influence. Students displayed a preference for credible and transparent advertising content, valuing their purchasing experiences and relying on peer feedback through electronic word of mouth. Nevertheless, the study also revealed a level of skepticism and limited impact of social media influencer endorsements on student preferences for smartphone brands. This detailed understanding underscores the importance for firms to craft genuine and transparent influencer partnerships, and leveraging credible advertising practices to resonate with student discerning preferences in the competitive smartphone market. While price is one of the significant factors influencing consumer preferences, the study also recommends that manufacturers should prioritize innovation, efficient supply chains, and sustainability for competitive