An Assessment Of Facebook And Radio Advertisements On The Purchasing Habits Of University Students.
[A CASE STUDY OF GODFREY OKOYE UNIVERSITY THINKERS CORNER ENUGU]

SUMMARY .CONCLUSION AND RECOMMENDATIONS

5.1. Introduction 

The purpose of this study was to examine the Influence of Radio and Facebook on the Purchasing Habit of Undergraduate Youths. The survey research design was adopted using questionnaire for data gathering. Conclusive statements and recommendation were made which will help in enhancing further knowledge on the comparison of the influence of radio and facebook on the purchasing habit of undergraduate youths. As both mediums, have not been studied in a single research study.

5.2. Summary of findings

The findings among others showed that:

1. Undergraduate youths are exposed to advertisements on Facebook and Radio to a large extent.

2. Facebook is the media channel preferred by undergraduate youths for advertisement information.

3. Facebook better influences on purchasing habit of undergraduate youths as opposed to radio.        

5.3. Conclusion

Findings in this study conclude that facebook has the higher influence on the purchasing habit of undergraduate youths because of its visual capacity and accessibility to youths who often stay on social media to interact with their peers. Females spend more time on social media which exposes them more to facebook advertisements and the social relationship among youths influences most of their purchase decisions because they often trust choices made by their peers especially concerning online purchases.,

. Radio has a lower population of undergraduate youths who are unwavering in their preference for it as a source of advertisement information because of its source credibility status because there are limited faith for products being advertised on facebook for some undergraduate youths. The main source of income for undergraduate youths is usually pocket money gotten from relatives.

5.4. Recommendations

Based on the summary of the findings and conclusions, the study recommends that:

1. There should be presence of gate keeping on facebook to help filter unreliable sources of advertisement information.

2. Radio should be upgraded to have other channels online to be at par with the demands of the digital times to help them withstand competition.

3. Radio should have an avenue where products which they advertise could be displayed online in order to get the attention and trust of their audience.

5.5. Suggestions for further studies.

The researcher suggests that further studies should be carried out comparing other forms of media and the new media.