REPEATED EXPOSURE

This study examined the influence of repeated exposure to social media advertisements on audience adoption of Lush Hair Products, using undergraduate students of the Department of Mass Communication, University of Benin, as the study population. The study was anchored on the Social Learning Theory and the Diffusion of Innovations Theory. The researcher adopted a survey research design, with data collected from 288 respondents drawn from a population of 1,009 students using the Taro Yamane formula and a stratified sampling technique. A structured questionnaire served as the research instrument, and data were analysed using frequency counts and percentages. The study revealed that the level of audience exposure to Lush Hair's social media advertisements is high, with respondents frequently encountering the brand across various platforms. Secondly, audience perceptions were generally positive, particularly regarding visual appeal and clarity of product information, although perceptions of credibility and trustworthiness were relatively weaker. Thirdly, adoption was found to be influenced by influencer endorsements, positive online reviews, affordability, and accessibility, alongside social influence and consumer feedback. Finally, repeated exposure was found to have a positive influence on adoption, as continuous exposure strengthened brand familiarity, purchase intention, and consumer trust over time. It was concluded that sustained, well structured social media advertising, combined with credible messaging, is essential for improving consumer response. It was then recommended that advertisers pair repeated exposure with message variation to reduce ad fatigue, invest in authentic testimonials to build trust, leverage influencer partnerships and favourable product conditions, and use audience-targeting tools to improve campaign precision.