EFFECTS OF INSTAGRAM ADVERTISEMENT ON THE PURCHASE OF MOBILE PHONES IN NIGERIA, A STUDY OF STUDENTS OF CALEB UNIVERSITY, LAGOS

The study examined The Effect of Instagram advertisement on the purchase of mobile phones by using Caleb University students as a case study. The objectives were to examine If Instagram has any effect on why Caleb University students purchase mobile phones, To evaluate factors that influences the purchase decisions of Mobile phones among Caleb University students, To determine the type of Instagram Advertisement used mostly by Caleb University students, and to analyze the reasons Caleb University students, use Instagram advertisement. A total number of three hundred and sixty (360) questionnaires were administered to respondents who are Caleb University student’s data was also retrieved and surveyed. The sampling method adopted for this research study is the purposive sampling method because questionnaires were distributed among colleagues, and familiars in the said sample population (Caleb University). The finding of the study revealed that most respondents agreed Instagram advertisement influences their mobile phone purchase decisions. Caleb University students also agreed that photo/video adverts in home feed is the Instagram advert that they come across more often, thereby being the most effective. The finding of the study also revealed that positive reviews on an Instagram advertisement and the mobile phones camera quality is what influences their purchase decisions to purchase these mobile devices.