University female students' exposure to social media ads and their relationship to their purchasing behavior

Document Type : Original Article

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Lecturer, Department of Marketing and International Business, College of Management and Technology, Arab Academy for Science, Technology and Maritime Transport.

Abstract

The study problem was concerned with identifying the extent of university students' exposure to social media ads and the relationship of this exposure in influencing their purchasing decision and behaviour. It covers advertisements for goods and services provided through social media.
The study belongs to the descriptive studies and relies on the sample survey method. The population of the study is represented by female students in Egyptian public and private universities. It was a random sample chosen to reflect the geographical distribution of the Egyptian universities.

The main results of the study showed that Facebook is the most visited social media platform by university students where they are exposed to social media ads on a regular basis. Meanwhile, the main motive of following up on social media ads is to identify places and ways of buying the good or service promoted. 

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