EFFECTS OF INSTAGRAM ADVERTS ON SKINCARE BRANDS ON GEN Z YOUTHS IN WARRI, DELTA STATE, NIGERIA

ABSTRACT As the world evolves and technology advances, people try to evolve as well, to match the trends, to survive. The advent of internet and social media which have dominated the traditional media has caused advertisers to take up new challenges and come up with strategies on how to promote their products, ideas, and services to boost patronage. One of the strategies they have come up with is the use of social media influencers. This study investigates the Effect of Instagram adverts on skincare brands on Gen Z youths in Warri, Delta State, Nigeria. With the rise of social media, skincare brands are increasingly leveraging Instagram influencers to promote their products. This research explores how GenZ youths in Warri perceive and respond to these adverts, examining the extent to which they influence their attitudes and behaviors towards skincare brands. The study uses an online and physical questionnaire to gather data and applies the Elaborate Likelihood Model and Uses and Gratifications theory to understand the dynamics between Instagram adverts, consumer perception, and skincare brand advertising. The findings reveal the effectiveness of Instagram adverts in shaping Gen Z youths' perceptions and purchasing decisions, highlighting the significance of cultural factors and influencer authenticity in skincare brand advertising in Nigeria.