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
- Hassan Usman Katsina Polytechnic, Katsina, Katsina State 5
- Heritage Polytechnic, Ikot Udota, Akwa Ibom State 46
- Hussaini Adamu Federal Polytechnic, Kazaure, Jigawa State 8
- Ibrahim Badamasi Babangida University, Lapai, Niger State 24
- Igbinedion University, Okada, Benin City, Edo State 2
- Ignatius Ajuru University of Education, Port Harcourt, Rivers State 8
- Imo State Polytechnic, Umuagwo, Owerri, Imo State 3
- Imo State University, Owerri, Imo State 46
- Institute of Management and Technology, Enugu, Enugu State 11
- Isa Mustapha Agwai I Polytechnic, Lafia, Nasarawa State 2