Predictors of Purchase Decision on Products Advertised on WhatsApp: Perspectives from Postgraduate Students at Selected Universities in Lagos State, Nigeria

Abstract

This study identified social media commitment, normative and informational social influences, social interaction ties, trust in online vendors, and purchase intention as factors predicting purchasing decisions on products advertised on WhatsApp. Monthly upkeep, sex and age of postgraduate students were moderating variables in the study. A survey was conducted using an online questionnaire administered to 314 postgraduate students from three purposively selected universities - the University of Lagos, Lagos State University and Pan Atlantic University. Using a multistage sampling technique, a population of users of the WhatsApp social platform was selected from two homogenous faculties with 12 departments. The study applied descriptive statistical procedures to answer five research questions and linear regression analysis to test three hypotheses using SPSS version 26. Findings revealed that social interaction ties, normative social influence, trust in online vendors, monthly upkeep and sex significantly predicted postgraduate students' purchase decisions on products advertised on WhatsApp. It was recommended that business owners and marketers should intensify their efforts to advertise products on WhatsApp, and also ensure timely delivery of products and services. Keywords: E-commerce, Online advertisement, Postgraduate students’ purchase decision, Predictors, Products, Social media, WhatsApp, Lagos State, Nigeria Journal Reference Format: Ogunsola K. & Mohammed S.B. (2023): Predictors of Purchase Decision on Products Advertised on WhatsApp: Perspectives from Postgraduate Students at Selected Universities in Lagos State, Nigeria. Social Informatics, Business, Politics, Law, Environmental Sciences & Technology Journal. Vol. 9, No. 2. Pp 43-64. dx.doi.org/10.22624/AIMS/SIJ/V9N2P3. www.isteams/socialinformaticsjournal