Understanding the Nexus Between Advertising and Purchase Intention of Cryptocurrency Among Young Adults in Nigeria

Abstract

This paper examines the respondent’s purchase intentions appropriate to the advertising variables.  It therefore sum ups the consequences and impacts related to respondent’s choice of advertising variables and purchase intentions of cryptocurrency. The unexplored market potential of cryptocurrency might be due to ineffective use of advertising to facilitate purchase intention. Interestingly, scanty empirical investigation could be found on the topic of advertising and purchasing intentions of cryptocurrency among developing economies of the world. Accordingly, the need for the research presented here is evident. The main purpose of the study is investigating the effects of advertising on purchase intention of cryptocurrency among young adult in Awka, Nigeria. This necessitated conducting a research for the evaluation of current advertising practices to check their effect on consumer purchase intentions. Data were collected from the sample of 138 individuals selected randomly. Presented questionnaire was used to collect data. Data analysis and interpretations was done through regression model and descriptive statistics. To check the impact of advertising, the advertising related variables were used which includes awareness, interest, desire, action of advertising on the dependent variable of consumer’s purchase intentions of crypto currency. The results declared most advertising related variables have significant impact on purchase intentions.

Citation: Anthony Obiajulu Osagwu and  Ekwunife Gabriel Okafor (2022)  Understanding the Nexus Between Advertising and Purchase Intention of Cryptocurrency Among Young Adults in Nigeria, European Journal of Business and Innovation Research, Vol.10, No.6, pp.,34-70

Keywords: : Emerging Economies, Advertising, Nigeria, Purchase Intention, Young Adults, crypto currency

DOI: https://doi.org/10.37745/ejbir.2013/vo10.n6pp3470

Article Review Status: Published

Pages: 34-70 (Download PDF)

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