عنوان

Influence of Emotional Appeals in Television Cosmetics Advertisements on Purchase Decisions of Female Students of Higher Institutions in Niger State, Nigeria

شماره

TL54569

زبان متن نوشتاري يا گفتاري و مانند آن

انگلیسی

عنوان اصلي

Influence of Emotional Appeals in Television Cosmetics Advertisements on Purchase Decisions of Female Students of Higher Institutions in Niger State, Nigeria

نام عام مواد

[Thesis]

نام نخستين پديدآور

Ucheanya, Florence

نام ساير پديدآوران

Mojaye, Eserinune McCarty

نام ناشر، پخش کننده و غيره

Kwara State University (Nigeria)

تاریخ نشرو بخش و غیره

2020

متن يادداشت

147 p.

جزئيات پايان نامه و نوع درجه آن

M.S.

کسي که مدرک را اعطا کرده

Kwara State University (Nigeria)

امتياز متن

2020

متن يادداشت

Studies have shown that exposure to advertisements tend to cause changes in the behaviour and purchase decisions of individuals. One strategy that advertisers use to influence purchase decisions is the employment of advertising appeals. Cosmetics companies particularly like to use emotional appeals to arouse consumer desire and purchase decisions. What is not certain, however, is whether emotional appeals in cosmetics advertisements really influence consumers to buy the products. Thus, this study sought to determine whether emotional appeals in cosmetics advertisements influenced the purchase decisions of students in higher institutions in Niger State, Nigeria. The Hierarchy of Effect Model were used as a theoretical basis for the study. Mixed Method, comprising Survey and Focus Group Discussion was adopted while simple percentage, frequency and regression analysis were used to analyze the data. For the survey, a sample of 377 respondents was drawn from a population of 20,000 students while the Focus Group Discussion comprised two groups of 14 participants each. They were influenced by the quality of the products. The findings revealed that students use cosmetics products at the expense of their academic pursuit and life careers. Apart from students being influenced by the emotional appeals of cosmetics products, their patronage for the products is high. A significant number are also strongly influenced to patronize cosmetics products when their emotions are appealed to by advertisements using celebrities. The findings revealed that students were influenced by the emotional appeals of cosmetics advertisements. Also, they showed a positive understanding of cosmetics adverts. They perceived cosmetics adverts as educative, informative and entertaining. More so, they were influenced by the quality of the products. Therefore, the study recommended among others that cosmetics companies should take advantage of the leverage offered by emotional appeals especially in TV adverts to enlarge or sustain their market share as well as improve patronage since it is clear that advert impressions stimulate purchase of cosmetics by the students and by implication consumers.

اصطلاح موضوعی

Marketing

اصطلاح موضوعی

Mass communications

اصطلاح موضوعی

Rhetoric

اصطلاح موضوعی

Sub Saharan Africa studies

اصطلاح موضوعی

Womens studies

مستند نام اشخاص تاييد نشده

Ucheanya, Florence

مستند نام اشخاص تاييد نشده

Mojaye, Eserinune McCarty

مستند نام تنالگان تاييد نشده

Kwara State University (Nigeria)

نام الکترونيکي

فرمت انتشار

p

نوع ماده

[Thesis]

کد کاربرگه

276903

سطح دسترسي

a

تكميل شده

Y