The effects of social media advertising on consumer behaviour (a study on the patronage of cosmetic products among Ghana university students) Department: Mass Communication By: Oscoblack123 Project ID: 6953 Rating: (5.0) votes: 1Rate this project12345 Price:₦2000 Get the Complete MaterialAbstractSocial media advertising is a new version of corporate advertising that has been adopted as new techniques by many companies. This study sought to ascertain the effects of social media advertising on the consumer behaviour of Ghana university students, specifically in their patronage of cosmetic products. The sample used was 150 students from the Ghana Institute of Journalism and Accra Technical University. The study was based on the theories of uses and gratification and the black box model. Furthermore, the study adopted a mixed method approach of research to arrive at the findings and conclusions. The findings showed that, the majority of the students in both universities were between the ages of 18-30 years and that 70.7% of females patronized cosmetic products more than males who were only 29.3%. Furthermore, it was revealed in this study that among the 150 participants in the study, most of them use social media platforms like Facebook, Twitter, Snapchat, Instagram and WhatsApp, with again most of them using WhatsApp more than the other platforms as WhatsApp alone had a percentage of 84% of the respondents who use it very often as compared to the 33.3% for Facebook, 23.3% for Twitter, 34% for Instagram and 20.7% for Snapchat. It was further revealed that, although many of the participants used social media platforms, the reason for using these social media platforms was not to see adverts, but rather for other reasons like generating and maintaining friendships. For this reason, most of the participants had the perception that social media adverts were not helpful, and that informed their low patronage thereof. It was therefore concluded that social media adverts have minimal indirect effects on consumer behaviour with respect to the patronage of cosmetic products among university students. ...Preview Download Preview +Other Mass Communication project topics and materials you might be interested in»Impact of social media on students academic performance (a study of students of university of Abuja) »Impact of social media on modern journalism (a study of journalists in Makurdi metropolis) »Impact of information and communication technology (ICT) on radio news reporting (a study of Atlantic FM Uyo) »Perception of cyber crime among Nigerian youths (a study of Caritas university) »The effect of government ownership and control of mass media objectivity reporting (a case study of Enugu state broadcasting services) »The Effects of Television Commercials on Buying Habits of Enugu Metropolis ( A Case Study of Omo and Elephant Detergents )»Impact of mobile phone on agricultural information among Otukpo farmers»Coverage of foreign news by Nigerian newspapers: A content analysis of vanguard and daily sun newspapers»Audience perception of Nigerian newspapers on the internet»Influence of news censorship on the performance of media houses in Nigeria (a study of Nasarawa broadcasting service, Lafia) »Influence of television advertising on consumer buying habits of Guinness stout in Ikeja community of Lagos state»Role of communication technology in improving work efficiency of AIT staff (a study of AIT Abuja) »Importance of indigenous language in broadcasting media»The effect of AKBC tv peak milk advertisement on the consumers buying habit»Effect of public relations on the consumer (a case study of premier breweries plc)