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
- Binyaminu Usman Polytechnic, Hadijia, Jigawa State 3
- Borno State University, Maiduguri, Borno State 15
- Bowen University, Iwo, Osun State 1
- Chukwuemeka Odumegwu Ojukwu University, Uli, Anambra State 254
- College of Agriculture and Animal Science, Mando Road, Kaduna, Kaduna State 1
- College of Agriculture, Science and Technology, Lafia, Nasarawa State 8
- College of Education, Akwanga (affl To Ahmadu Bello Univ, Zaria) 1
- College of Education, Eha Amufu, (Affliliated To Unn), Enugu State 1
- College of Education, Warri (Affiliated To Delta State Uni, Abraka), Delta State 1
- College of Health Technology, Calabar, Cross River State 1