Online Advertisement of Always Sanitary Pads and Buying Intention of Consumers in Cross River State
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Abstract
This study investigated the Online Advertisement of Always Sanitary Pads and buying intention of Consumers in Cross River State, Nigeria. Specifically, the study seeks to determine consumers' exposure to online advertisements of Always sanitary pads and the extent to which such perceptions influence their purchase intention. The Theory of Planned Behaviour (TPB) was used to drive the theoretical framework of the study. Survey research method with a structured questionnaire was adopted to collect data for the study. A sample size of 400 was drawn from a population of 5,100,129 being residents of Cross River State. The multi-stage sampling was adopted to enable the researchers chose number of respondents per senatorial districts and distributed copies of the questionnaire accordingly. Data generated from the study were analysed using descriptive statistics, while the lone hypothesis poised in the study was tested using Pearson Product Moment Correlation Coefficient (r). The findings from the study revealed a substantially high level of exposure to Always sanitary pads' online advertisements. The findings further revealed that respondents' exposure to Always sanitary pads' online advertisements made them exert a positive and meaningful influence on purchase intention. It was concluded that online Advertising is a significant force in shaping attitude and purchase behaviour among sanitary pads consumers in Cross River State. Several recommendations were made including celebrity collaborations with local women that are respected members of their communities.
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