Influence of Social Media Advertisement on Students’ Patronage of Viva Plus Detergent

A Study of Caritas University Undergraduate

Abstract

This study investigated the influence of social media advertisement on students’ patronage of viva plus detergent. The study was anchored on the the technological determinism theory. The survey research design was used in this study and questionnaire was an instrument for data collection. The sample size gotten using the Australian calculator was 341 from the population of study which was Caritas University undergraduates. Multi-stage sampling technique was employed in distributing the questionnaire and simple random sampling technique at the second stage. The findings in the study shows that the undergraduates of Caritas University are aware of the existence of viva plus detergent based on social media advertising, also that social media advertisements have a great influence on their patronage of viva plus detergent, that other factors like quantity, quality, availability, brand reputation etc. also influence the purchasing decisions of undergraduates of Caritas University aside from social media advertising and lastly that social media platforms advertising are effective in influencing undergraduates of Caritas University for Viva plus detergent. Based on the findings of this study, these are the recommendations; Viva plus detergent company should leverage on the social media use since undergraduates are highly active on social media and are aware of Viva plus detergent due to advertising, Viva plus detergent should continue investing in consistent social media presence by introducing engaging content, they should capitalize more on social media advertisements because it has a strong influence on the undergraduates especially on content that highlights positive brand attributes such as quality, affordability, and effectiveness, It is recommended that they highlight special offers, bulk purchases, or student discounts to appeal to budget-conscious undergraduates because social media is effective in influencing purchasing decisions from my findings its effectiveness have been proven so it's important to tailor the contents to the specific strengths of each platform and create campaigns that encourage undergraduates to engage with the brand actively.