THE IMPACT OF ADVERTISING ON STUDENTS’ PURCHASING BEHAVIOUR: A STUDY OF VIVA PLUS PRODUCT ADVERTISING APPEALS

This study titled The Impact of Advertising on Students Purchasing Behaviour: A Study of Viva Plus Product Advertising Appeals investigates the impact of Viva Plus product advertising appeals on students' purchasing behavior. The research aims to study the advert of some Selected Viva plus products and examine the rate at which Viva plus products advertising appeals is influencing the purchasing behavior of students. The study adopts survey method using a convenience sampling technique to select participants, participants were selected based on their accessibility and availability to the researcher. Data were collected through questionnaire, questionnaire was administered through google form to 292 students of faculty of communication, Bayero University kano to gather data on their perceptions of Viva Plus advertising appeals and their purchasing behavior. The theoretical framework used for this study are "Media Framing Theory" and "Uses and Gratifications Theory” which helps to explains how people depend on advertising in making choices about utility products and use media platforms to exhibit or display different choices of product advertisements that can enable them to select from those options provided by such selected media contents based on their preferences. The findings reveal that the majority of students are influenced by Viva Plus advertising appeals, with 70% of respondents indicating that they are more likely to purchase the product after seeing an advertisement. The study also found that the most effective advertising appeals for Viva Plus are those that emphasize the product's unique features and benefits. The study concludes that advertising appeals play a significant role in shaping students' purchasing behavior, and that Viva Plus can benefit from using targeted advertising strategies to reach this demographic. Lastly this study highlights the need for viva plus brand to enhance the effectiveness of their advertising strategies and to deepen its influence among university students.