Assessment of Testimonial Advertising by Students of Nasarawa State University Keffi and University of Abuja on Jumia and Jiji Online Stores

Abstract

Testimonial advertising has become a dominant marketing strategy for influencing consumer behaviour, particularly on e-commerce platforms in Nigeria. This study examines how testimonial advertising on Jumia and Jiji online stores influences purchasing decisions among university students in Nigeria. Through a quantitative research approach, data was collected from students at Nasarawa State University, Keffi and the University of Abuja to assess the types of testimonials, their perceived credibility, their impact on consumer behaviour, and associated challenges. The findings reveal that feature-specific testimonials and influencer endorsements are the most influential types of testimonial advertising, with balanced reviews that acknowledge product strengths and weaknesses being perceived as most trustworthy. While testimonials significantly impact brand perception and purchasing decisions, students maintain a healthy scepticism regarding authenticity. The study shows that testimonial advertising effectively shapes consumer desires and purchasing decisions, but its effectiveness varies based on presentation, type, and perceived authenticity. The research contributes to the existing literature by providing insights into the effectiveness of testimonial advertising in fostering consumer trust and engagement in the Nigerian e-commerce environment.