Influence of Social Media Advertising on Attitude of Imo State Residents Towards Online Skincare Products

International Journal of Communication and Media Science

© 2025 by SSRG - IJCMS Journal

Volume 12 Issue 1

Year of Publication : 2025

Authors : Obigwe Favour Chinaza, Innocent Paschal Ihechu

10.14445/2349641X/IJCMS-V12I1P101

How to Cite?

Obigwe Favour Chinaza, Innocent Paschal Ihechu, "Influence of Social Media Advertising on Attitude of Imo State Residents Towards Online Skincare Products," SSRG International Journal of Communication and Media Science, vol. 12,  no. 1, pp. 1-7, 2025. Crossref, https://doi.org/10.14445/2349641X/IJCMS-V12I1P101

Abstract:

This study was carried out to discover the influence of social media advertising on the attitude of Imo state residents towards the patronage of online skincare products. The major objectives were to determine the level of exposure of residents to social media advertising of online skincare products, the factors that influence their patronage, and to discover their attitude towards online skincare products advertised on social media. The theoretical framework was the information processing, social judgement, and media dependency theory. The survey design was adopted to study a sample of 400 social media users from a population of 5,459,300 residents in Imo state. A questionnaire was used as an instrument to collect data. The findings revealed that Imo state residents are exposed to social media advertising of skincare products and are aware of the various skincare products advertised. As well as the various factors that influenced their attitude were also discovered. Finally, it was discovered that there is a positive relationship between attitudes towards social media advertising and patronage of products. It was therefore concluded that social media advertising influences residents’ attitudes towards online skincare products. The researcher recommended that companies and brands can use social media more frequently to draw consumers’ attention and create brand awareness, which can influence patronage of their products.

Keywords:

Social Media Advertising, Attitude, Social Media, Influence, Online Product.

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