EFFECT OF DIGITAL NATIVE ADVERTISING ON THE PROMOTION OF GOOD HEALTH HABITS AMONG COSMETICS AND PERSONAL CARE PRODUCTS USERS IN NIGERIA
- Project Research
- 1-5 Chapters
- Quantitative
- Chi-Square
- Abstract : Available
- Table of Content: Available
- Reference Style: APA
- Recommended for : Student Researchers
- NGN 3000
BACKGROUND OF THE STUDY
The formation of a business, including the cosmetics sector, necessitates critical decisions being made by the businesses. Cosmetic, according to Inyene and Chi (2021), is any material used to clean the skin, hair, nails, or teeth, as well as improve or modify the body's complexion. Cosmetics include cosmetic preparations (such as make-up, perfume, skin cream, and nail polish) as well as grooming aids (soap, shampoo, and shaving cream, deodorant) However, one critical aspect of such choice that requires due consideration in the cosmetics industry is their marketing tactics, which must launch advertising policies and programs to inform, convince, and educate its target audience about the existence of the organization and their goods. Although the ultimate goal of a company's marketing campaign is to create demand for its goods, this goal is seldom fulfilled in one fell swoop. The company must implement a series of operations targeted at increasing demand for their goods. To fulfill its commercial aims, this may entail choosing the optimum combinations of the promotional mix, advertising, sales promotion, personal selling, publicity/public relations, direct/marketing, and packaging.
It goes without saying that advertising is an excellent technique for communicating a product's distinctiveness and comparative benefits to target groups and potential buyers. This may explain why manufacturers make such large investments in advertising, which they see as a necessary component and tool for corporate successAccording to Osunbiyi (1999), as stated in Ijagwu (2019), described advertising as a very powerful component of commerce in every culture, possessing communicative, persuasive, and widespread power. Though largely intended by businesses to raise awareness of their products and services, it also fosters the creation of new and improved products, providing customers with a broader range of options.
Advertising, according to Cohen (1988), is a business activity that employs creative techniques to design persuasive communication in mass media that promote ideas, goods, and services in a manner consistent with the achievement of the advertiser's objective, consumer satisfaction, and the development of social and economic welfare. Advertising is something that may be praised or detested because of its aesthetic value or the message it conveys, but it cannot be ignored because of its engaging character. Because many businesses have developed, advertising has also evolved and assumed many various forms, such as social media advertising, to address and match the changes in enterprises.
According to Rishi and Bandyopadhya (2018), digital media advertising is a 21st century way of advertising that involves firms and organizations use social networking sites to raise customer awareness of their products and services. Although it is time intensive, it has the advantage of allowing marketers to better target their advertisements using information on social media users accessible on such platforms, such as demographics, psychographics, and even behavior. More crucially, firms in the cosmetics sector are increasingly using pop-up advertising to reach a reasonably big number of users at the same time, assuming they are on a social media platform. According to Mäkinen (2019), the addictive nature of social media makes consumers an ever-ready target for marketing through these medium because advertisements, by definition, cannot be ignored even if they are hated. Advertising is rendered ineffective if it is unable to elicit an action or emotion from its target audience, resulting in consumer behavior, which might be the purchase, usage, or disposal of a certain product, service, or even a concept.
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