Mustapha Yusuf Ismaila, Olowo Ahmed Abdulganiyu, Abdulquadri Abdulazeez Olamide, Bankole Janet Oluwasey
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引用次数: 0
摘要
尼日利亚人口的不断增加,特别是具有创新和动态需求的年轻人口的不断增加,迫使商业公司采取相反的方案和战略,以满足这部分市场的需求。因此,本研究考察了名人代言和数字营销对青少年购买决策的影响。该研究利用主要来源收集所需的数据,从研究人口中选择了397名样本量,包括居住在Ikorodu L.G.A.的15-35岁青年。使用Pearson矩相关检验所制定的假设,并通过SPSS version 23对数据进行分析。研究发现,来源的可信度比社交媒体参与度更能影响年轻人的购买决策。更重要的是,在线可达性比来源一致性更能影响年轻人的购买决策,而数字活动对年轻人购买决策的影响比来源吸引力更大。结论是,数字营销比名人代言更能影响年轻人的购买决策。报告建议,拥有年轻目标受众的组织采用更多的数字营销策略,因为它比名人代言更能影响年轻人的购买决策。
Influence of celebrity endorsement and digital marketing on youth purchasing decisions: a comparative study of Ikorodu area
The continuous increase in the population of Nigeria, especially the youthful population characterized by innovative and dynamic needs, necessitates business firms to adopt opposite programmes and strategies to meet the needs of this segment of the market. Therefore, this study examined the influence of celebrity endorsement and digital marketing on youth purchasing decisions. The study utilized primary sources to gather the required data, and a sample size of 397, consisting of youths between the age of 15-35 years residing in Ikorodu L.G.A. was selected from the study’s population. Pearson moment correlation was used to test the formulated hypotheses, and the data was analyzed through the aid of SPSS version 23. The study finding revealed that source trustworthiness influences youth purchasing decisions more than social media engagement. More so, online reachability influences youth purchasing decisions than source alignment and that digital campaign has more effect on the youth purchasing decisions than source attractiveness. It was concluded that digital marketing has more effect on youth purchasing decisions than a celebrity endorsement. It was recommended that organizations with youthful target audiences adopt more digital marketing strategies as it influenced youth purchasing decisions than a celebrity endorsement.