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Campus Radio Advertising and Purchase Intentions Among Undergraduates in Selected Polytechnics in Southwest Nigeria

Maryam Awunghay Atukum, Babatunde Sikiru Bello

Abstract

Campus radio has become a relevant channel for reaching undergraduate consumers, yet empirical evidence remains limited on how specific advertising characteristics relate to students’ purchase intentions in Nigerian polytechnics. This study examined the relationship between campus radio advertising and purchase intentions among undergraduates in selected polytechnics in Southwest Nigeria. Specifically, it examined advertising credibility in relation to willingness to buy and broadcast frequency in relation to intention to patronize. A descriptive cross-sectional survey design was adopted. The population comprised 105,910 students in six polytechnics across Oyo, Osun and Ogun States. Using Yamane’s formula at 5% error, 399 respondents were selected through multistage sampling. Data were collected with a questionnaire subjected to expert review and pilot testing, with Cronbach’s alpha above .82 indicating internal consistency. Of the 399 questionnaires administered, 378 were usable, representing an overall 94.7% response rate. Data were analyzed with descriptive statistics, Pearson correlation and simple linear regression using SPSS. Advertising credibility was positively and significantly associated with willingness to buy, R = .723, R2 = .523, F (1, 376) = 412.260, p < .001. Broadcast frequency was also positively and significantly associated with intention to patronize, R = .682, R2 = .465, F (1, 376) = 326.804, p < .001. The findings indicate significant relationships between the two advertising characteristics and the corresponding purchase-intention outcomes. However, because the study was cross- sectional, the findings should be interpreted as associations rather than definitive causal effects. The study recommends credible message development and carefully managed broadcast frequency.

Keywords

Advertising CredibilityBroadcast FrequencyCampus RadioPolytechnic UndergraduatesPurchase Intentions

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