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All Journal Jurnal Saintifik Ecobankers : Journal of Economy and Banking Jurnal Ekonomi Akuntansi Manajemen Agribisnis
SULEMAN, Abubakar Sidiq
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INFLUENCE OF SOCIAL MEDIA ADVERTISEMENT ON THE PATRONAGE OF KITCHEN WARES AMONG FEMALE CIVIL SERVANTS IN KWARA STATE, NIGERIA SULEMAN, Abubakar Sidiq; ADETUNJI, Aminat Abiodun
Jurnal Saintifik (Multi Science Journal) Vol 23 No 1 (2025): JANUARI
Publisher : Fakultas Pertanian

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58222/js.v23i1.376

Abstract

This study investigates the influence of social media advertisement on the patronage of kitchen wares among female civil servants in Kwara State, Nigeria. The study is anchored on uses and gratification theory and adopted survey research methods. Multi-stage sampling techniques were used to select the sample size of 504 participants for the study. A self-administered questionnaire was used as the data collection instrument. Findings from this study revealed that young female civil servants are more exposed to advertisements of kitchen wares on social media because social media are new technologies and younger generations are internet savvy and explorative. This study also found that a high level of exposure influences the purchase behaviour of kitchen wares among female civil servants in Kwara State, Nigeria. The study recommended that advertisers should devise strategies to pull elderly female civil servants to social media so that advertised kitchenware products on social media could record high exposure among this group of prospects
Advertising and Cultural Perspective: Trophy Billboard Advertisement in Ilorin as A Paradigm Suleman, Abubakar Sidiq; Quadri, Ibrahim Olamilekan; Saadu, Shuukrat Titilayo; Lawal, Kewulere Ma'roof; Ganiyu, Mutiu Adekunle
Ecobankers : Journal of Economy and Banking Vol. 6 No. 2 (2025): Ecobankers : Journal of Economy and Banking
Publisher : Prodi Perbankan Syariah Fakultas Ekonomi dan Bisnis Islam Universitas Islam Bunga Bangsa Cirebon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47453/ecobankers.v6i2.3583

Abstract

This study examines the relationship between advertising and the culture of the Trophy Lager beer billboard advertisement at Offa garage area of Ilorin, which generated controversy between the advertiser and the Ilorin Emirate Descendants Progressives Union (IEDPU) in the year 2023. The study's primary purpose was to determine the perception of Ilorin residents about the Trophy Lager beer advertisement. The study was underpinned by reception theory. A survey research method was adopted, and a self-administered questionnaire served as the research instrument for this study. The views of 187 residents of Ilorin were sought on their perception of the Trophy Lager beer billboard advertisement mounted at the Offa garage area of Ilorin in the year 2023. The finding revealed that, although the Trophy billboard advertisement caught the attention of most of the residents of Ilorin, it was against the Islamic cultural relevance for which Ilorin community is known. That respect for local values was highly unfavourable. The study concludes that advertising content should mirror the society through the people's language, religious customs and ideology to motivate the target buyers to purchase the advertised products. The study recommends, among others, that further research should be carried out on the influence of the Trophy Lager beer advertisement on alcohol consumption among Ilorin youth.
INFLUENCE OF DECEPTIVE ADVERTISEMENTS ON CONSUMERS’ PURCHASE DECISION OF COSMETIC PRODUCTS AMONG RESIDENTS IN ILORIN, NIGERIA SULEMAN, Abubakar Sidiq; OLORUNMOLA, Tope Joseph; MOHAMMED, Rufai Bako; AKANDE, Hameedat Doyinsola; AJIJOLA, Bashir Amoda
JURNAL EKONOMI AKUNTANSI MANAJEMEN AGRIBISNIS Vol 3 No 1 (2025): Januari-Juni 2025
Publisher : Universitas Ratu Samban

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58222/jurekma.v3i1.268

Abstract

This study examines the influence of deceptive advertisements on consumers' purchase decisions. The objective is to find out if consumers in Ilorin have been exposed to deceptive advertisements and if such advertisement influences their purchasing decisions. Social judgment theory was used to support the relevance of the study on how consumers assess compelling messages before buying a product. A survey method was used and 150 respondents were selected from the study area; Surulere, Agbo Oba, and Adewole all in Ilorin metropolis. Deceptive advertisement is frequently encountered by respondents, with a notable average indicating that most individuals experience it every week. Social media serves as the primary communication channel through which respondents encounter deceptive advertisements, followed by radio and blogs. The frequent exposure to deceptive advertisements across social media, radio, and blogs indicates that such advertisements are both pervasive and repetitive. Furthermore, consumers' perceptions of deceptive advertising reveal a predominantly negative viewpoint, as the majority of respondents indicated that such advertisements exaggerate benefit claims, frequently employ misleading images or videos, engage in unfair comparisons with competitors, and utilize fraudulent celebrity endorsements. The study revealed that the pervasive and repetitive nature of deceptive advertising, along with negative consumer perceptions, resulted in a decline in trust and confidence in advertised products and services, ultimately influencing purchase decisions. The study concluded that consumers’ purchase decisions will continue to reduce if communication platforms such as social media, radio and blogs are deceptively used to promote a product. It was recommended that advertisers and advert regulatory bodies should ensure advertisement ethics are upheld for a positive perception of a product by consumers to increase the purchase decision.
Co-Authors ADETUNJI, Aminat Abiodun AJIJOLA, Bashir Amoda AKANDE, Hameedat Doyinsola Ganiyu, Mutiu Adekunle Lawal, Kewulere Ma'roof MOHAMMED, Rufai Bako OLORUNMOLA, Tope Joseph Quadri, Ibrahim Olamilekan Saadu, Shuukrat Titilayo