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 < 005). The findings also showed a strong negative correlation between the format of computer-mediated advertising (CMA) and the duration of viewing ( r = −.241, n = 362). Finally, the researcher found a strong positive correlation between exposure to CMA and buying decision ( r = −.666, n = 362, p < 005). The researcher concludes that the level of engagement in CMA correlates exposure and eventual purchase likelihood. The researcher recommends, among others, that efforts aimed at reaching youths through CMC should also incorporate their level of engagement.
Highlights
The 21st century is, arguably, a computer-mediated world
Average mean number of years that the respondents had been engaging in computer-mediated communication was 8
This study investigated exposure to computer-mediated advert through computer-mediated communication and the buying decision of youth from Enugu State, Nigeria
Summary
The 21st century is, arguably, a computer-mediated world. It is a world wherein the mediatory role of the computer has become so pervasive that it can hardly be ignored. The centrality of the computer powered by the internet in shaping human behavior and driving policy direction is strong that it has completely changed the communication landscape globally. The World Youth Report (2003) corroborates that the use of information and communication technologies is skyrocketing. According to the report, notwithstanding the difference in living environments, an unprecedented and unifying global media culture has developed. The change in communication has affected the scope of advertising. That has changed as the consumers are on the internet, giving rise to what is called computer-mediated advertising (CMA)
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