TABLE OF CONTENT
Title page
Approval page
Dedication
Acknowledgment
Abstract
Table of content
CHAPETR ONE
1.0 INTRODUCTION
1.1 Background of the study
1.2 Statement of problem
1.3 Research questions
1.4 Objective of the study
1.5 Significance of the study
1.6 Scope of the study
1.7 Definition of terms
CHAPETR TWO
LITERATURE REVIEW
2.1 introduction
2.2 conceptual review
2.3 empirical review
CHAPETR THREE
3.0 Research methodology
3.1 sources of data collection
3.3 Population of the study
3.4 Sampling and sampling distribution
3.5 Validation of research instrument
3.6 Method of data analysis
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS AND INTERPRETATION
4.1 Introductions
4.2 Data analysis
CHAPTER FIVE
5.1 Introduction
5.2 Summary
5.3 Conclusion
5.4 Recommendation
Appendix
Abstract
The development and subsequent acceptance of internet based social media has brought development to all facets of human endeavor including advertising. The study seek to examine female undergraduate student’s perception and responses to portrayal of makeup and beauty stands ads on social media. The internet base advertising has made advertisers to present their products on social media, where they could meet their prospective target market. This study seek to evaluate the portrayal of makeup and beauty stand Ads on social media and its effectiveness as an effective advertising tool or not among female students in Nigeria tertiary institutions. The aim of the study is to examine female student’s perception of makeup and beauty stand ads on social media. The population of the study comprises of 300 selected female student of Nigeria tertiary institutions. The researcher adopted descriptive and survey research design as it best suit the study because of the large population. The instrument of data collection was the questionnaire, and the data was analyzed using percentage and graph method with the aid of SPSS version 21. The study found out that the respondent have access to social media, but not many buy products advertised on social media and due to challenges of poor data and epileptic networks, social media advertisement suffer setbacks.
CHAPTER ONE
INTRODUCTION
- Background of the study
The advent of social media has brought several possibilities for information exchange and communication between individuals and publics on various spheres of human endeavors. It is a tool through which an individual to communicate with other people all over the world about an organization product or service. Internet-based social media has been around for a very long time. The word ‘social’ means exchange of thoughts and ideas among parties, individuals and the groups as members of the society. Media is a system of communication and interaction between peoples of different thoughts and views, while social media is the interaction among people which they create, share, and or exchange information and ideas in several communication and networks. It allows creation and exchange. The difference between social media and traditional media lies in the quality, frequency, reach, accessibility, usability, immediacy and performance. The value of social media advertising in Nigeria is increasing due to a rapid increase of teenage internet users which is approximately 16 million (BTRC, 2014). The study was designed to know whether the social media advertising is useful or not and how consumer showed their attitude and behavior on social media advertising. Marketers spend millions of dollars each year on online advertising. It is important to understand that global online advertisement expenditure grew from 6 to 10 percent between 2006 and 2009 all over the world (Keller, 2009), and social media marketing expenditure in USA was $716 million in 2009 which extended $3.1 billion by 2014 (Humphries, 2010). Forrester Research (Martinez, 2010) claim that around 70 percent of companies now have Facebook accounts, and more than half use Twitter to promote their brand. Considering that, social media enables college-aged population to learn about products; it represents a positive trend for advertisers that hope to persuade or influence a consumer (Ferguson, 2008).
Social media is at its core human communication, possessing characteristics of participation, openness, conversation, community and connectedness (Veil, Buehner and Palenchar, 2011). It is these characteristics of social media that enable an individual to communicate with other people across geographical boundaries about a service, product, an organization or any other thing for that matter. Social media is distinguished from traditional media in ways such as reach, frequency, accessibility, immediacy and many more. Due to these intrinsic features of social media, modern advertisers often prefer them to the traditional media. According to Pookulangara and Koesler (2011), Social media enables 25% of all customers to post links about products, services information in their retail sites to update other users about the purchase process. Some examples of social media are blogs, wikis, social networking sites like Facebook, Twitter, Instagram, Google+ and many more. Advertising on the other hand is “any form of personal presentation and promotion of goods, services, or ideas by an identified sponsor” (Kotler 2008). It is a process of communication between a seller or a producer and a buyer that eventually results in an action by the buyer, be it to purchase, to use or to dispose a product or service. Advertising is one thing that can be admired or otherwise disliked due to its aesthetic value or the message it carries but that cannot be ignored due to its intriguing nature.
Due to the evolution of many businesses, advertising also has evolved similarly and taken many different forms such as social media advertising to tackle and match the changes in businesses. Advertising is in a state of change due to growth of digital technology, online communication, consumers accustomed to the commercial environment and increase in clutter (Springer, 2007). Advertising, coupled with social media with respect to the exciting and interactive features of the latter, gives advertisers a much wider range of audiences who are virtually connected, making its impact quick and contagious. The world as it has become a global village now has seen many youth shifting from traditional media like TV and radio to social media where there is faster ad real-time interactivity. As part of what social media offer are informal learning opportunities, access to information, local or foreign; and the development and maintenance of friendships. Considering the heavy reliance of the youth on social media, it is without doubt that they are more influenced by them than any other group in the societies, and although there are negative implications of their use, there is also a great number of benefits as well. Some students in universities indulge in buying and selling on social media as their target audience who are mainly also of youthful age are reached through such media. According to a statistical information released by the Internet World Statistics on African internet usage in the year 2016, 7, 958, 675 Nigerian use the internet out of which 3, 500, 000 use Facebook. Social media advertising of makeup and beauty product therefore is a form of online advertising that utilizes social networking sites and although relatively time consuming, has an advantage of enabling advertisers better target their adverts using the information about social media users available on those platforms, be it their demographics, psychographics and even their behaviours. The addictive nature of social media make users an ever ready target for advertisements through these media since advertisements by virtue of their nature, cannot really be ignored though disliked. Advertising becomes void without being able to cause an action or a reaction in its audience, thus consumer behaviour which may be to buy, use or dispose a particular product, a service or even an idea. Consumer behaviour therefore is the “acquisition, consumption and disposition of products, services, time and ideas by decision making units”
- STATEMENT OF THE PROBLEM
Social media advertising has gained the preference of many organizations due to its interactive nature coupled with the relatively easy evaluation of advertising efforts on these platforms (Webster and Hume, 2015). These social media platforms to name a few, Facebook, Snap chat and Twitter have enabled the customer to access more information and also to have a more direct involvement in organization that advertise on these platforms. The use of influencers in social media advertisements has made the effects of social media advertising even greater and to an extent, making consumers buy products they do not even have need of (Rishi. 2018). The mass communication channel most widely used in advertising, particularly in the case of cosmetics, makeup and beauty stand, television is also the advertising support that has experienced the fastest expansion and which has the greatest impact on consumer’s behaviour (Jefkins, 2000). Looking over to Television advertisement, its essence has not become obsolete by the influx of social media advertising as it combines visuals and audio in sending messages, quite similar to what is done in social media advertising. It however has some disadvantages of being very costly, and being perishable (forgotten if not repeated), it has some advantages of being targeted in cases where adverts are aired during some particular television shows as it would immediately reach the segment of the market that watch the show, and being able to reach a high audience as TV addresses a mass audience, homogeneous or heterogeneous (Bedore, J. M. 2012). Inasmuch as social media are great advertising platforms as they offer easy, fast and real-time involvement with organizations, their inherent dangers to society cannot be underrated. One must own an account on social media before experiencing the advertising benefits that come with these platforms. Possessing these accounts make one vulnerable to several threats like internet addiction and Facebook depression, which is an emotional disturbance associated with Facebook usage when a user, typically a teenager is made to feel inferior to his or her counterparts on social media as they desire to be as they see them on social media which may not even be the case in reality (Trigger, 2018). Another of the threats is cyber bullying where false or embarrassing information are communicated to a specific user, driving that user to depression, anxiety, low self-esteem and in extreme cases even suicide. Many others also spend so much time on social media which results in loss of jobs and negligence to family and other aspects of their lives. These inherent evils of social media give them an unfavourable perception among some people in our societies, making social media a problem rather than a blessing. Therefore this study seeks to determine whether the use of social media has an effect on the purchasing behaviour of cosmetic product consumers based on these enumerated issues.
- OBJECTIVE OF THE STUDY
The study has one major objective which is divided into specific and general objective; the general objective is to examine female undergraduate student’s perception and responses to portrayal of makeup and beauty stand ads on social media, the specific objective are:
- To examine the effect of female undergraduate student perception to makeup stands advertisement on social media
- To ascertain if there is any significant relationship between makeup beauty ads on social media and female undergraduate student patronage
- To ascertain the perception of consumers about the use of social media as advertising platforms
- To ascertain the relationship between the perception of female undergraduate student about social media advertising and their purchase intentions of makeup and beauty product.
- RESEARCH QUESTIONS
The following research questions were formulated by the researcher to aid the completion of the study;
- Is there any effect of female undergraduate student perception of makeup and beauty stands advertisement on social media on customer patronage?
- Is there any significant relationship between makeup beauty ads on social media and female undergraduate student patronage?
- Does the perception of consumers about the use of social media as advertising platforms affect consumer’s patronage?
- Is there any relationship between the perception of female undergraduate student about social media advertising and their purchase intentions of makeup and beauty product?
- RESEARCH HYPOTHESES
The following hypotheses were formulated by the researcher to aid the completion of the study:
H0: There is no significant relationship between makeup beauty ads on social media and female undergraduate student patronage
H1: There is a significant relationship between makeup beauty ads on social media and female undergraduate student patronage
H0: Female undergraduate student perception of makeup and beauty stands advertisement on social media does not have any effect on customer patronage
H2: Female undergraduate student perception of makeup and beauty stands advertisement on social media does have an effect on customer patronage
- SIGNIFICANCE OF THE STUDY
This study will be of great importance to makeup artist and beauty stand practitioners as the study seek to explore the advantage of social media to female undergraduate student’s patronage. The study will also equip cosmetic producing companies that advertise their products through social media with knowledge about the nature, effectiveness and impact of social media advertising and how they can use this knowledge to better position their adverts to attract, retain and influence university students in purchasing, using or disposing their cosmetic products. Again, this study will add to the existing body of knowledge about social media advertising and serve as a documentary source of reference for other research works in this field.
- SCOPE AND LIMITATION OF THE STUDY
The scope of the study covers female student perception and response to portrayal of makeup and beauty stands ads on social media. But in the course of the study, there are some factors that limit the scope of the study which were beyond the researcher’s control;
AVAILABILITY OF RESEARCH MATERIAL: The research material available to the researcher is insufficient, thereby limiting the study
TIME: The time frame allocated to the study does not enhance wider coverage as the researcher have to combine other academic activities and examinations with the study.
FINANCE: The finance available for the research work does not allow for wider coverage as resources are very limited as the researcher has other academic bills to cover.
1.8 OPERATIONAL DEFINITION OF TERMS
Undergraduate
Undergraduate education is education conducted after secondary education and prior to postgraduate education.
Social media
Social media are interactive computer-mediated technologies that facilitate the creation or sharing of information, ideas, career interests and other forms of expression via virtual communities and networks
Makeup
A make-up or makeup artist (MUA) is an artist whose medium is the human body, applying makeup and prosthetics on others for theatre, television, film, fashion, magazines and other similar productions including all aspects of the modeling industry.
Student
A student is primarily a person enrolled in a school or other educational institution and who is under learning with goals of acquiring knowledge.
1.9 ORGANIZATION OF THE STUDY
This research work is organized in five chapters, for easy understanding, as follows
Chapter one is concern with the introduction, which consist of the (overview, of the study), statement of problem, objectives of the study, research question, significance or the study, research methodology, definition of terms and historical background of the study. Chapter two highlight the theoretical framework on which the study its based, thus the review of related literature. Chapter three deals on the research design and methodology adopted in the study. Chapter four concentrate on the data collection and analysis and presentation of finding. Chapter five gives summary, conclusion, and recommendations made of the study.
