INFLUENCE OF COLGATE ONLINE COMMERCIALS ON THE PURCHASING HABIT OF GODFREY OKOYE UNIVERSITY STUDENTS

The current study is an analysis of how the Colgate online commercials influence the consumer behavior (in terms of buying) amongst Godfrey Okoye university students. The sample size of 357 respondents was determined using the Yamane formula, ensuring a statistically valid representation of the student population. The research was used by the AIDA Theory and The Elaboration Likelihood Model. With the increased use of digital advertising particularly on YouTube and Instagram, brands such as Colgate are now going after the youth using online media. The research features adopted the use of survey research method using as questionnaire as instrument for data collection. As of the findings, it can be said that the Colgate online commercials may not be unfamiliar to many students, who may also be affected by their messages since, in some cases, they contain interesting information or relate to influencing familiar faces. The study has explored the students’ awareness, perception, impact and identifying factors that influence students’ choice of the toothpaste. The study concludes that online commercials are a valuable weapon when it comes to manipulating student consumers and the role of focused digital marketing in the modern-day context cannot be overestimated. Recommendations include brand recognition and celebrity endorsements which advertiser should adapt in their strategies to incorporate digitals channels.