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Computer-Mediated Advertising as a Correlate of Buying Behavior Among Youths From South-East Nigeria

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  • Chika Euphemia Asogwa

Abstract

This study examined the correlation between exposure to computer-mediated adverts and the buying behavior of youths from Enugu State. The correlational survey was used for the study, while a sample of 385 was selected through a multistage sampling technique. In the analysis of the result, simple percentages were used to achieve the research objectives, while the Pearson correlation coefficient ( r ) was used to test the hypotheses raised. The result showed a strong positive correlation between the engagement in computer-mediated communication (CMC) and exposure to computer-mediated adverts ( r = .815, n = 362, p

Suggested Citation

  • Chika Euphemia Asogwa, 2020. "Computer-Mediated Advertising as a Correlate of Buying Behavior Among Youths From South-East Nigeria," SAGE Open, , vol. 10(3), pages 21582440209, July.
    • Handle: RePEc:sae:sagope:v:10:y:2020:i:3:p:2158244020938701
    DOI: 10.1177/2158244020938701
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    References listed on IDEAS

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