Mobile Advertising: An Antecedent for Customer Purchase Intention of Clothing Materials among Female Students of Public Universities in Ekiti State

The study examined the effect of mobile advertisement on customer purchase intention of Clothing Materials among Female Students of Public University in Ekiti State. Specifically, the study is to determine the effect of informative mobile advertisement, credibility mobile advertisement, irritation mobile advertisement and entertainment mobile advertisement on customer purchase intention. A descriptive survey research design through administration of well-structured questionnaire was adopted for the study. Ekiti State University female student constituted the study population while 391 female students were sampled via Yamane sampling Model. Data gathered were analyzed using regression model. The result showed that informative mobile advertisement positively affects customer purchase intention; it further show that credibility mobile advertisement affects customer purchase intention; furthermore, irritation mobile advertisement significantly customer purchase intention and positively affect and finally, entertainment mobile advertisement positively affect customer purchase intention. Thus, it concluded that mobile advertisement positively affects customer purchase intention particularly among female students of Public University in Ekiti State. It is recommended that mobile advertisement should be given higher attention particularly on clothing materials advertisement through social media or mobile phone to female students in Tertiary Institutions.