INFLUENCE OF SOCIAL MEDIA VIDEO ADVERTISEMENT OF ALWAYS SANITARY PAD ON THE BUYING CULTURE OF UNIBEN STUDENTS

This study was aimed at investigating the Influence of Social Media Video Advertisement of Always Sanitary Pad on The Buying Culture of UNIBEN Students. The objectives of the study were to determine the extent to which UNIBEN students are exposed to Always sanitary pad video advertisements on social media, examine the influence of Always sanitary pad video advertisements on the buying culture of UNIBEN students and to identify the factors that contribute to the effectiveness of Always sanitary pad video advertisements in influencing the purchasing decisions of UNIBEN students. The study was hinged on the Technology Acceptance Model and the Attitude change Theory. The survey design was used and questionnaire was adopted as the method of data collection with the sample size totaling 138. The findings of the study revealed that UNIBEN students are not frequently exposed to social media video advertisement of Always sanitary pads. Also, it is observed that brand loyalty plays a major role in influencing UNIBEN female students buying culture of sanitary products. Additionally, the majority of female students at UNIBEN believe that the Always sanitary pad social media videos are of high quality and will have a significant impact on their decision to buy. This study recommends that the brand should concentrate on boosting the frequency of video advertisement on platforms that are regularly utilized by students, concentrate on producing interesting and captivating video content which would motivate students to promote the product among their friends, explore the use of strong call to actions in video contents and make the product easily accessible to the students think about providing instructional content on feminine hygiene, health, and empowerment in order to increase the effectiveness of social media video commercials and also use feedback modules as a means of improving the brand.