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
- UMA UKPAI SCHOOL OF THEOLOGY, UYO, AKWA IBOM STATE (AFFL TO UNIVERSITY OF UYO) 1
- Umaru Ali Shinkafi Polytechnic, Sokoto, Sokoto State 24
- Umaru Musa Yaradua University, Katsina, Katsina State 28
- Umca, Ilorin (Affiliated To University of Ibadan), Kwara State 1
- University of Abuja, Abuja, Fct 116
- University of Africa, Toru-Orua, Bayelsa State 4
- University of Benin, Benin City, Edo State 362
- University of Calabar Teaching Hospital School of Health Information Mgt. 1
- University of Calabar, Calabar, Cross River State 240
- University of Ibadan, Ibadan, Oyo State 14