NJOMACS

This study investigates the influence of mobile phone advertisements on the brand loyalty and preference among undergraduates of Nasarawa State University, Keffi. The study was anchored on two theories: Cultivation Theory and Uses and Gratifications Theory. The study used the survey method as it research design. Questionnaire were used as research instrument to collect data from a sample of 182 students and simple percentage and frequency distribution tables is used to analysis the data. the findings reveal that advertisements significantly enhance brand loyalty by fostering emotional connections and encouraging repeat purchases, particularly through frequent and appealing exposure. Additionally, advertisements strongly shape brand preference, with attractive and consistent campaigns making unfamiliar brands more desirable and influencing perceptions of quality. The study further highlights the superior effectiveness of digital advertisement forms—especially social media ads, online videos, and influencer endorsements— over traditional media like billboards and television commercials in driving both brand awareness and preference. Consequently, the research concludes that mobile phone advertisements play a crucial role in building student allegiance and brand choice, recommending that marketers prioritize creative, digital-focused, and sustained advertising strategies to effectively engage the undergraduate demographic.