| Abstract: |
The growth of Instagram has not only changed the purchase decision process of customers itself but has completely changed the purchasing pattern. Even though Instagram as an avenue for online marketing is developing and expanding, it does not guarantee that consumers will have a positive perception when it comes to the feasibility of online marketing. This study Investigated Influence of Instagram advertising of Mega Growth hair products on the purchasing behaviour of Chrisland University undergraduates. This study was anchored on Elias. St. Elmo Lewis’ AIDA Model, an acronym that stands for Attention, Interest, Desire, and Action. The population of interest in this study consists of female undergraduates of Chrisland University, calculated as 701, which is 64% of the total population of the entire students. The sample size of 324 was achieved using the Krejcie and Morgan (1970) sample Table. The snowball sampling technique was used to identify female respondents who are familiar with the Instagram advertising of Mega Growth hair products and a total of 324 copies of questionnaire were distributed to the respondents, out of which 319 copies were retrieved constituting 98.5% of the total copies of questionnaire distributed. Findings showed that the perception of female undergraduates of Chrisland University on the Instagram advertisement of Mega Growth hair products is positive. From the findings, it can be seen that the level of Mega Growth hair products’ patronage by female undergraduates of Chrisland University as a result of Instagram advertising is quite high. The study recommended that the advertisers of this product stick to Instagram as the major social media advertising platform. However, other similar picture and video sharing social media networks such as Facebook, Tiktok, and Snapchat should be considered in the long run. |
