Influence of Advertising on Consumer Patronage of Skincare: a Study of Bouesti Female Undergraduate Students

This study examines the influence of advertising on consumer patronage of skincare products among female undergraduate students at Bamidele Olumilua University Of Education, Science And Technology, Ikere (BOUESTI). Focusing on how advertising shapes awareness, perception, and purchase decisions, the study explores the effectiveness of various advertising channels, such as social media, print, and online advert in reaching and impacting this demographic. In the research we used instinctive s-r theory and magic bullet theory as the theory that fit in for the project. The total number of female students in BOUESTI is 8300, data were collected from 382 sample size of female undergraduate students through structured questionnaire. I used quantitative research approach. Findings indicate that advertising significantly affects brand awareness and purchasing behavior among students. Additionally, social media was identified as the most influential platform. These insights can inform future marketing strategies for skincare brands targeting young consumers. I will recommend that skincare brands should design advertisements that specifically target young female consumers, particularly university students, by addressing their unique skincare needs and concerns such as acne, skin hydration, and sun protection. Using relatable scenarios and language will make advertisements more effective in capturing their attention. Through the research it was made known that social media is a dominant platform for advertising among this demographic so therefore skincare brands should collaborate with influencers and micro-influencers who have a strong following among students . By this influencers can create engaging content such as product reviews and tutorials. Advertisements should not just focus on beauty enhancement but also provide educational content about skin health, the benefits of the products, and how to properly use them. This will increase trust in the brand and foster long-term loyalty. The study suggests that students are more likely to purchase skincare products when there are special offers or discounts so therefore brands should incorporate promotional campaigns like student discounts, bundle offers.