GASPRO International Journal of Eminent Scholars

ABSTRACT

The study sought to investigate the extent of women involvement in radio advertisement and the implication on buying behaviour of mass communication and social studies students. The study was conducted Nigeria. Correlational survey research design was adopted for the study with the population comprising of all lecturers and students of mass communication and social studies. Proportionate sampling technique was used to select 20 lecturers and 200 students giving a total of 220 respondents that constituted the sample size for the study. The Instrument used in this study for data collection was a questionnaire titled “Women’s Involvement in Radio Advertisement and Students’ Buying Behaviour Questionnaire “(WIRASBBQ)”. Face and content validation of the instrument was carried out by an expert in test measurement and evaluation from Nigeria to ensure that the instrument has the accuracy, appropriateness and completeness for the study. Cronbach Alpha technique was used to determine the level of reliability of the instrument. The reliability coefficient obtained was 0.80 and this was high enough to justify the use of the instrument. The researcher subjected the data generated for this study to appropriate statistical techniques such as independent t-test analysis. The test for significance was done at 0.05 alpha levels. It was concluded in the study that radio serves as an accompaniment to the rhythms of daily life. Radio reaches messages to illiterates, neo-literates and highly educated receivers simultaneously. Also, it was observed in the study that Women also tend to evaluate and weigh the various sources to process the message and determine what steps to take next. Women’s reasoning processes are less task-oriented and more compartmentalized than men’s are. The study recommended that individuals and organizations should not underrate the power of radio advertisement because of modern telecommunication tool. Hence, the unlimited potentials of the radio advertisement should be well utilized.