ASSESSMENT OF THE INFLUENCE OF TEMU PROMOTIONAL STRATEGIES ON CONSUMER PATRONAGE AMONG DELTA STATE POLYTECHNIC, OGWASHI-UKU STUDENTS

ABSTRACT This study investigated the impact of Temu's digital promotional strategies on consumer patronage among students at Delta State Polytechnic, Ogwashi-Uku. Utilizing a descriptive survey design, data were collected from adult Temu consumers in Asaba, focusing on their exposure to digital Temu advertisements, the influence of these promotions on purchasing decisions, brand preference, and consumer attitudes toward Temu products. The sample predominantly consisted of young adults (68.9% aged 18–35) with a slight male majority (52.6%). Findings reveal that over halfof respondents frequently encounter Temu promotions on social media and online platforms. While only 35.1% reported purchasing Temu products following exposure to digital ads, 42.6% acknowledged advertisements influenced their brand choice. The quality and design of promotions significantly affected perceptions of brand trustworthiness, with celebrity endorsements and social media promotions playing key roles in capturing interest. However, issues such as ad fatigue and skepticism-expressed by 52.7% due to exaggerated or misleading content-pose challenges to promotional effectiveness. The study concludes that digital promotion importantly shapes brand awareness and consumer preferences among young Nigerian adults, though it may not directly trigger immediate purchases. To enhance impact, Temu advertisers should focus on producing authentic, highquality content and strategically leverage social media and influencers while avoiding overexposure. Regulatory oversight and educational awareness programs are recommended to foster responsible advertising and consumption behaviors.