ATTITUDE OF UNIBEN UNDERGRADUATES TOWARDS COCA-COLA ADVERTISEMENTS ON SELECT SKIT VIDEOS

This study examined the attitudes of University of Benin undergraduates toward Coca- Cola advertisements embedded in selected skit videos. The main objectives were to assess students’ awareness and engagement with such advertisements, determine the extent to which they influence purchasing decisions, identify the factors that contribute to their effectiveness, and evaluate the overall attitudes of students toward these adverts. The study was anchored on the Uses and Gratification Theory, and elaboration likelihood model, which collectively provided a framework for understanding audience behavior and response to digital advertising. A total of 397 copies of questionnaires were distributed to undergraduate students across various faculties of the University of Benin, and the data collected were analyzed using frequency tables and percentage distributions. Findings revealed that there is a high level of awareness and engagement with Coca-Cola advertisements featured in skit videos, as most respondents reported that these adverts capture their attention and encourage them to watch skits to the end. The results also showed that Coca-Cola’s skit-based advertisements have a moderate influence on students’ purchasing decisions, with many admitting that repeated exposure through entertaining skits often motivates them to consider or purchase the product. Furthermore, the study found that entertainment, humor, relatability, and creativity are key factors that enhance the effectiveness of such advertisements. Overall, students exhibited a positive attitude toward Coca-Cola’s use of skit videos as an advertising strategy, viewing it as refreshing, engaging, and appealing to youthful audiences. The study concludes that Coca-Cola’s integration of advertisements into skit videos represents an effective form of digital marketing communication, capable of strengthening brand recognition and influencing consumer behavior among university students. It recommends that brands should invest in creative storytelling, collaborate with credible influencers, and maintain active engagement on social media platforms to sustain audience interest and loyalty.