ACMJ Article

Abstract

This study examined the influence of Facebook advertisements on young adults’ purchase intention toward Indomie noodles in Akure, Nigeria. The study was anchored on the Theory of Planned Behaviour and the AIDA Model, which explain how advertising exposure shapes consumer attitudes and purchase intentions. A survey research design was adopted. The sample size of 384 respondents was determined using the Krejcie and Morgan Sample Size Table for large populations, while respondents were selected through multistage sampling involving purposive selection of Akure, stratification of major locations, and convenience sampling of active Facebook users aged 18–35 years. Out of the questionnaires distributed, 362 valid responses were analysed using descriptive statistics such as frequencies, percentages, and mean scores. Findings revealed that 88.4% of respondents were frequently exposed to Indomie advertisements on Facebook, while 82–84% perceived the advertisements as informative, entertaining, and persuasive. About 80% reported that Facebook advertisements influenced their purchase intention. However, product quality (89.5%), availability (85.6%), and price (84.8%) remained critical determinants of actual purchase decisions. The study concluded that Facebook advertising significantly influences young adults’ purchase intention when supported by strong product attributes and recommended more interactive, credible, and targeted campaigns.

INFLUENCE OF FACEBOOK ADVERTISEMENTS ON YOUNG ADULTS’ PURCHASE INTENTION OF INDOMIE NOODLES IN AKURE, NIGERIA, 2026, Vol. 3, No. 1, pp. 51-61. PDF