- Title
- Sources of advertisement messages and their impacts on purchasing behaviour: a case study of Walter Sisulu University students
- Creator
- Oladimeji, Olawumi Kate
- Date
- 2014
- Type
- Thesis
- Type
- Masters
- Type
- M Soc Sc (Com)
- Identifier
- vital:11371
- Identifier
- http://hdl.handle.net/10353/d1015413
- Description
- The purpose of this research was to investigate the sources of advertisement messages and the impacts they have on the buying behaviour of students of Walter Sisulu University (WSU), and examine whether traditional mass media advertising still influences the students’ decision to buy and whether advancement in communication technology affects how the students receive information. This study also investigated the impact of traditional mass media advertising in comparison to new media advertising. Questionnaires were administered to students of WSU, Mthatha campus. The survey was conducted within the period of February 2013 – March 2013. The desired sample size was 270 students. A final sample of 220 valid responses was analysed, representing 81% of the desired sample. The study revealed that majority are aware of television while billboards and direct mails have the least awareness. The results also revealed that 78% of the respondents felt that traditional mass media still influences their buying behaviour, (90%) of the respondents prefer the traditional mass media advertising. This study demonstrated that the students of WSU are aware and exposed to the various sources of advertisement messages. In addition, existing literature and this research report have shown that the various mediums have distinctive characteristics which make them unique. In spite of the advent of modern technology, the traditional mass media still influences buying behaviour with television being the most influential media.
- Format
- 155 leaves; 30 cm
- Format
- Publisher
- University of Fort Hare
- Publisher
- Faculty of Social Sciences & Humanities
- Language
- English
- Rights
- University of Fort Hare
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UFH Department of Communication
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