DEPARTMENT OF MARKETING

This study examined the influence of cultural diversity on consumer buying decisions in the fashion industry within Benin City, Nigeria. Using a descriptive survey design, data were obtained from 400 respondents selected through stratified random sampling and analyzed using descriptive and regression techniques. Findings revealed that cultural factors—particularly values, beliefs, and norms—significantly shape consumers’ fashion preferences and purchase behaviours. Differences were observed among ethnic groups such as the Edo, Esan, and Afemai, while globalization and media exposure fostered hybrid fashion styles blending traditional and modern elements. The study concludes that cultural diversity strongly determines how consumers perceive, evaluate, and choose fashion products. It recommends that fashion marketers adopt culturally responsive strategies that integrate indigenous aesthetics and promote inclusivity to appeal to diverse consumer segments in Nigeria.

This study examined the impact of online reviews on customer trust and loyalty, usinge-commerce platform This study examined the impact of online reviews on customertrust and loyalty among University of Benin students who shop on e-commerce
platforms such as Jumia, Jiji, and Temu. It focused on five components of onlinereviews which includes valence, volume, recency, credibility, and helpfulness andtheir influence on consumer behaviour. A quantitative survey design was adopted, with 400 questionnaires distributed and 384 valid responses analyzed using correlationand multiple regression analyses. Findings revealed that all five components
significantly affect customer trust and loyalty. Review valence shapes perception, review volume builds confidence, review recency enhances relevance, reviewcredibility promotes authenticity, and review helpfulness supports informed decisions. The study concluded that credible and helpful reviews are vital for sustainingconsumer trust and loyalty. It recommended that e-commerce platforms enhancereview verification, encourage balanced feedback, and employ AI moderationtostrengthen review credibility and transparency.

This study investigates the influence of social media algorithms on brand visibility amongst students of the University of Benin. In today’s digital age, algorithms determine the content users are exposed to, significantly affecting how brands are seen, interacted with, and perceived online. The research focused on key algorithm-related factors such as user preference, content relevance, engagement metrics, and viral content to understand their roles in enhancing or limiting brand visibility. A quantitative research design was adopted, and data was collected through structured questionnaires administered to 398 students.
Statistical tools, including regression analysis, were used to analyze the data. The findings revealed that all four variables significantly influence brand visibility, with user preference and engagement metrics showing the strongest impact. The study concludes that social media algorithms play a critical role in shaping brand exposure and recommends that brands tailor their digital strategies to align with algorithmic trends. This research contributes to the growing body of knowledge on digital marketing and offers insights for brands aiming to improve their online presence among young, tech-savvy audiences.

The study examines the effect of athlete endorsements on students’ purchase decisions of Nike and Adidas sportswear, focusing on athlete credibility, popularity, endorsement frequency, and athlete-brand congruence. The research adopts a descriptive survey design and is conducted among undergraduate students of the University of Benin. A total of 385 respondents are selected through purposive sampling, and data are collected using structured questionnaires. The data are analyzed using descriptive statistics and multiple regression analysis. The findings reveal that athlete credibility and athlete-brand congruence significantly influence students’ purchase decisions, while athlete popularity and frequency of endorsement exert moderate but positive effects. The study concludes that athlete endorsements serve as a powerful marketing strategy capable of shaping students’ perceptions and purchase behavior toward sportswear brands. It recommends that sportswear companies such as Nike and Adidas should prioritize partnerships with credible, relatable athletes whose image aligns with the brand’s identity to strengthen consumer trust, brand loyalty, and purchase intention