INFLUENCE OF VIDEO STORYTELLING ADVERTISEMENT ON UNDERGRADUATE ACCEPTANCE OF AIRTEL 4G IN KWARA STATE 2022

Abstract

The study examined the influence of video storytelling advertisement on undergraduate acceptance of Airtel 4G in kwara state the objectives of the study were to (i) To find out whether undergraduate students have access to video storytelling advertisement. (ii) To examine the type of video storytelling advertisement undergraduates are exposed to. (iii) To examine whether video storytelling influence undergraduate’s acceptance of Airtel 4G. (iv) To determine the extent of influence of video storytelling advertisements on undergraduate’s acceptance of Airtel 4G. A descriptive survey design was adopted for the study stratified sampling and simple random sampling techniques were used to select the universities used in the study. Seventeen thousand, eight hundred and fifty three constituted the population for the study. A total of three hundred and seventy seven undergraduate in kwara state which served as the sample size was drawn from the total population of Kwara state undergraduates using Krejcie and Morgan table. Questionnaires were used to collect data which was analyzed with statistical method indicating frequency, percentages, mean and standard deviation. The study made the following findings: 1. The findings found out that undergraduate have access to video storytelling advertisement as most of the respondent see video storytelling advertisement on television and the internet. 2. The findings found out that undergraduates are not exposed to forms of video storytelling advertisement, as both long and short types of video storytelling advertisement doesn’t arouse a high level of consumer choice and demand of products over any other medium of advertising neither does it persuades them to make more demand of their product and services than other network. 3. This findings found out that video storytelling sometimes influence undergraduate’s acceptance of Airtel 4G, as more than half of the respondents bought Airtel 4G SIM because of the video story telling advertisement. 4. The findings found out that the video story telling advertisement didn’t greatly influence undergraduate’s acceptance of Airtel 4G, as most of the respondents still prefer and use other mobile networks to Airtel. xiv the research concluded that all of the students have heard about video storytelling advertisement, and majority of them have access to video storytelling advertisement as they see video storytelling advertisements on television and internet sometimes, undergraduates in kwara state agree that video storytelling advertisement influence consumer’s attitude to a product or service, but the respondents are not influenced by the various forms video storytelling advertisement, neither did it influence their acceptance of Airtel 4G and most of the respondents did not purchase Airtel 4G SIM because of video storytelling advertisements