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All Journal COMMENTATE: Journal of Communication Management
Akinrinola, Daniel Gbolahan
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Humanities Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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Journal : COMMENTATE: Journal of Communication Management

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Influence of Instagram Clothing Advertisements on the Purchase Decision of Female Youths Olumuji , Emmanuel Olukunle; Akinwalere , Ifedayo; Akinrinola, Daniel Gbolahan; Alayaki, Mofiyinfunoluwa
COMMENTATE: Journal of Communication Management Vol. 6 No. 1 (2025): COMMENTATE: Journal of Communication Management
Publisher : Institut Komunikasi dan Bisnis LSPR

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37535/103006120254

Abstract

The study explored the impact of Instagram clothing advertisements on the purchasing decisions of female youths aged 18–35 years in Nigeria. Guided by the Reception Theory, the study employed a survey research design, distributing structured questionnaires to 385 respondents selected via stratified random sampling. Data were analyzed to evaluate the frequency of Instagram use for clothing ads, the platform's appropriateness as an advertising medium, and strategies for effective clothing advertisements targeting female youths. The findings revealed that while Instagram is widely used for viewing and engaging with clothing advertisements, this interaction does not strongly translate into actual purchases. Most respondents cited product quality, price and brand reputation as key factors influencing their purchase decisions. Additionally, the study found that Instagram advertisements significantly enhance fashion trend awareness and inspire new styles among young women. However, their direct influence on purchase behavior is moderated by economic factors such as income and affordability. This study highlights the critical role of product characteristics and pricing strategies in shaping consumer choices within the social media landscape. The findings emphasize the need for advertisers to bridge the gap between high engagement rates and purchase conversions through targeted and incentive-driven advertising strategies.
Co-Authors Akinwalere , Ifedayo Alayaki, Mofiyinfunoluwa Olumuji , Emmanuel Olukunle