EFFECT OF ELECTRONIC ADVERTS ON YOUTHS’ PERCEPTION OF MORALITY IN NIGERIA

I. EKPE; G. O. OFEIMUN; M. O. ADELAIYE; J. A. NZEMEKA,

I. EKPE Department of Business Administration, Anchor University, Ayobo-Lagos, P.M.B. 001 Ipaja P. O, Ipaja, Lagos State, Nigeria
G. O. OFEIMUN Department of Accounting and Finance, Faculty of Humanities, Social and Management Sciences, Edwin Clark University, Kiagbodo, P.M.B. 101 Ughelli, Delta State, Nigeria
M. O. ADELAIYE Department of Business Administration and Management, Federal Polytechnic, P.M.B. 0231, Bauchi, Bauchi State, Nigeria
J. A. NZEMEKA, Department of History and Diplomatic Studies Anchor University, Ayobo-Lagos, P.M.B. 001 Ipaja P. O, Ipaja, Lagos State, Nigeria

Keywords: Advertising, consumers, morality, youths, Nigeria

Abstract

The objective of this study is to assess the relationship between electronic adverts and youths’ perception of morality in Nigeria. This would enable the government to develop appropriate policies to regulate immoral and harmful products adverts on our mass media and social media platforms. Proportionate stratified random sampling was used to choose sample members from 178 fourth-year undergraduate students from three universities in the north, east and west regions of Nigeria. Using probability sampling, sample members were selected from the list of registered fourth-year students in Business Faculties. Descriptive statistics and multiple regression methods were adopted to analyse the data. Among others, the study found that foreign social media adverts, and immoral advertisements, had a significant positive relationship with youths’ perception of morality in Nigeria. The study was limited to universities. Similar studies could be conducted among youths in Nigerian Secondary Schools.