EFFECTS OF SOCIAL MEDIA ADVERTISEMENTS ON STUDENT ENGAGEMENT WITH TEMU SHOPPING APPLICATION

ABSTRACT This study investigates the effects of social media advertisements on undergraduate students’ engagement with the Temu shopping application, focusing on Kwara State University (KWASU) students. The research examines three dimensions: the extent to which social media platforms influence engagement with Temu, the relationship between advertisement exposure and actual purchasing behavior, and the influence of advertisements on students’ attitudes toward the application. The study employed a quantitative survey method with 392 respondents, analyzing data through descriptive statistics and frequency distributions. Findings reveal that social media platforms significantly enhance student engagement with Temu, with 55.7% of respondents acknowledging greater influence. Advertisement exposure was strongly linked to purchasing behavior, as 61.5% reported making purchases after viewing ads, while 68.9% admitted that ad frequency increased their buying likelihood. Furthermore, 67.6% indicated that advertisements improved their perception of Temu, 63.5% acknowledged ad-driven purchase decisions, and 63.8% were motivated to recommend the app to peers. These results underscore the persuasive power of targeted digital marketing in shaping student consumer behavior. The study concludes that social media advertising is a vital driver of engagement, purchasing, and brand loyalty among undergraduates, and recommends that marketers maintain ad credibility, diversify content to avoid fatigue, and leverage influencer and peer-driven strategies. The research contributes to digital marketing scholarship by highlighting how emerging e-commerce platforms like Temu harness social media to engage youth audiences in developing economies.