Influence of Instagram Clothing Advertisements on the Purchase Decision of Female Youths

Emmanuel Olukunle  Olumuji; Ifedayo  Akinwalere; Daniel Gbolahan Akinrinola; Mofiyinfunoluwa Alayaki

doi:10.37535/103006120254

Authors

Emmanuel Olukunle Olumuji Olabisi Onabanjo University
Ifedayo Akinwalere Olabisi Onabanjo University
Daniel Gbolahan Akinrinola Olabisi Onabanjo University
Mofiyinfunoluwa Alayaki Olabisi Onabanjo University

DOI:

https://doi.org/10.37535/103006120254

Keywords:

Female Youth, Instagram, Clothing Advertisement, Purchase-Decision

Abstract

The study explored the impact of Instagram clothing advertisements on the purchasing decisions of female youths aged 18–35 years in Nigeria. Guided by the Reception Theory, the study employed a survey research design, distributing structured questionnaires to 385 respondents selected via stratified random sampling. Data were analyzed to evaluate the frequency of Instagram use for clothing ads, the platform's appropriateness as an advertising medium, and strategies for effective clothing advertisements targeting female youths. The findings revealed that while Instagram is widely used for viewing and engaging with clothing advertisements, this interaction does not strongly translate into actual purchases. Most respondents cited product quality, price and brand reputation as key factors influencing their purchase decisions. Additionally, the study found that Instagram advertisements significantly enhance fashion trend awareness and inspire new styles among young women. However, their direct influence on purchase behavior is moderated by economic factors such as income and affordability. This study highlights the critical role of product characteristics and pricing strategies in shaping consumer choices within the social media landscape. The findings emphasize the need for advertisers to bridge the gap between high engagement rates and purchase conversions through targeted and incentive-driven advertising strategies.

Author Biographies

Emmanuel Olukunle Olumuji , Olabisi Onabanjo University

Dr. Olumuji, Emmanuel Olukunle is a Lecturer in Mass Communication at Olabisi Onabanjo University, Nigeria. With nearly two decades of teaching experience, he is also a media practitioner involved in training and humanitarian work. Holding degrees from the University of Jos, Usmanu Danfodiyo University, and FUNAAB, his research focuses on New Media, Participatory Journalism, Media and Society, and Media Education.

Ifedayo Akinwalere , Olabisi Onabanjo University

Dr Ifedayo Akinwalere is a lecturer in Mass Communication Department, Olabisi Onabanjo University, Ago-Iwoye, Ogun State, Nigeria. He holds a PhD in Communication Studies from the Federal University of Agriculture, Abeokuta, M.Sc. and B.Sc. in Mass Communication from the University of Lagos, Nigeria.

Daniel Gbolahan Akinrinola, Olabisi Onabanjo University

Akinrinola Daniel G. is a Lecturer in the Department of Mass Communication, where he combines his passion for teaching and research. He has a strong academic foundation and a deep interest in general media studies. His academic journey reflects a commitment to excellence and a keen understanding of the evolving media landscape. Akinrinola is dedicated to fostering critical thinking and intellectual growth among students through engaging lectures and innovative teaching methods. As a researcher, he explores emerging trends, societal impacts, and the dynamic role of media in the digital age. He actively collaborates with fellow scholars, contributing valuable insights to academic discourse and addressing real-world challenges. Akinrinola is committed to advancing the field of mass communication and inspiring future scholars. His dedication, both inside and outside the classroom, makes him a vital member of the academic community and a key contributor to media education and research

Mofiyinfunoluwa Alayaki, Olabisi Onabanjo University

Alayaki, Elizabeth Mofiyinfoluwa is a Mass Communication graduate from Olabisi Onabanjo University with a strong foundation in journalism, media production, and digital communication. Passionate about storytelling, she strives to create impactful content that informs, entertains, and inspires. Eager to contribute to the media industry, she is committed to continuous learning and professional growth while exploring new opportunities in communication and digital media.

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