Influence of Advertising on Consumer Behavior and Decision Making. Case Study of Always Sanitary Pad
Student: Mmesoma Mercy Okoro (Project, 2025)
Department of Mass Communication
Alex Ekwueme Federal University, Ndufu-Alike, Ebonyi State
Abstract
ABSTRACT
This study examines the profound impact of advertising on consumer behavior and decision-making, leveraging Always Sanitary Pads as a paradigmatic case.The study utilized Cognitive Dissonance Theory (Leon Festinger, 1957) as its theoretical framework. Through a quantitative research, this research reveals how targeted advertising strategies shape attitudes, preferences, and purchasing intentions among women. The findings underscore the critical role of emotional appeal, brand loyalty, and credibility in driving consumer engagement. This research contributes valuable insights for marketers and businesses seeking to optimize advertising strategies, enhance brand reputation, and foster loyal customer relationships.
Keywords
For the full publication, please contact the author directly at: okorommesoma12@gmail.com
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Institutions
- Abdul-Gusau Polytechnic, Talata-Mafara, Zamfara State 3
- Abia State Polytechnic, Aba, Abia State 24
- Abia State University, Uturu, Abia State 71
- Abraham Adesanya Polytechnic, Ijebu-Igbo, Ogun State 3
- Abubakar Tafawa Balewa University, Bauchi, Bauchi State 15
- Abubakar Tatari Ali Polytechnic, Bauchi State. (affiliated To Atbu Bauchi) 1
- Achievers University, Owo, Ondo State 6
- Adamawa State University, Mubi, Adamawa State 8
- Adekunle Ajasin University, Akungba-Akoko, Ondo State 26
- Adeleke University, Ede, Osun State 1