Abstract

The study is on social media advertisement and the clothing purchase decision of female students in the Village hostel of the University of Jos. The purpose is to examine how social media advertisement using Facebook, Inatsgran, YouTube and T ikTok affects clothing purchase decision of female students. The study adopted the cross-sectional survey design. It was guided by four objectives. Four research questions and one hypothesis were raised. The population is all the female students residing in the Village hostel of the University of Jos and the sample of 276 female students was drawn via purposive sampling method. Data were elicited from the respondents by means of a questionnaires designed by the researcher and validated by two experts including the supervisor drawn from the Department of Marketing of the University of Jos. The Cronbach-alpha reliability index of the questionnaire was 0.82 which is high enough for a research instrument. The direct delivery method was adopted in gathering data for the study. Data were analysed using descriptive statistics of mean, standard deviation and the Pearson correlation analysis for the research questions and hypothesis respectively. The bench mark mean was 2.50 which is the mean of the four point scale used for the study, and statistical decision about the hypothesis was taken at 5% level of significance. Results revealed that all the social media advertisement platforms ( Facebook, Instgram, YouTube and TikTok) were very significant in influencing the clothing purchase decision of female students. Also significant relationship was found between social media advertisement and clothing purchase decision of female students at the Village hostel. The study recommended that sellers should leverage on all the social media advertisement platforms to influence buying decisions positively and to boost sales.