Exploring The Influence of Facebook Advertising on Purchasing Decisions Among University Students: A Study of UniMAC, Accra.

Abstract

This study examined how Facebook advertising influences the purchasing decisions of undergraduate students at the University of Media, Arts and Communication (UniMAC), Accra, while also assessing students’ attitudes toward Facebook advertisements and their perceptions of Facebook as an advertising platform. A quantitative descriptive survey design was employed. Using stratified random sampling by institute and year of study, data were collected from 314 undergraduates (Levels 100–400) with active Facebook accounts. A structured self-administered questionnaire captured demographics, attitudes toward Facebook advertising, antecedent factors (credibility, relevance, design, peer influence, and promotions), purchasing decisions, and perceptions of Facebook as an advertising medium. Items were measured on Likert-type scales adapted from validated instruments and refined to fit the UniMAC context. Data were analysed using descriptive statistics, Cronbach’s alpha reliability analysis, Pearson correlations, and multiple linear regression models. Findings indicate that students’ attitudes toward Facebook advertisements are mixed but slightly positive overall. Regression results show that attitudes are shaped mainly by platform perceptions, credibility, and ad design, with relevance, peer influence, and promotional incentives contributing smaller but significant effects; demographic characteristics and Facebook usage time were not significant predictors. Facebook advertising exerted a moderate but meaningful influence on purchasing decisions, with promotional incentives emerging as the strongest predictor, followed by attitude, platform perceptions, peer influence, and relevance. Students’ perceptions of Facebook as an advertising platform were moderately positive but divided. Overall, Facebook remains a viable channel for reaching UniMAC students, but effectiveness depends on credibility, design quality, relevance, and value-focused incentives.