INFLUENCE OF WORD MOUTH ADVERTS ON STUDENT’S PATRONAGE OF SOYA MILK PRODUCTS IN BENUE STATE UNIVERSITY MAKURDI

ABSTRACT This study, "Influence of Word-of-Mouth (WOM) Advertising on Students’ Patronage of Soya Milk Products in Benue State University, Makurdi," examined how peer recommendations influence students' purchasing decisions regarding soya milk products. Anchored in Social Proof Theory, the study investigated how informal conversations and social influences shape students' perceptions and willingness to purchase soya milk.A survey research design was adopted, using a questionnaire as the primary data collection instrument. Findings revealed that WOM advertising significantly impacts students' patronage, as many respondents confirmed purchasing soya milk based on peer recommendations. The study also identified key factors contributing to WOM effectiveness, including product quality, perceived health benefits, and the credibility of the recommender. Also, the study highlighted that small-scale businesses employ strategies such as referral discounts, improved product quality, and digital engagement to leverage positive WOM and increase student patronage.Based on the findings, the study recommended amongst others that small-scale businesses actively encourage positive WOM among students by adopting creative marketing strategies, such as storytelling and social media campaigns that align with student lifestyles. To maximize WOM effectiveness, businesses should focus on enhancing consumer trust through high product quality and transparent branding. Furthermore, businesses should create engaging marketing campaigns, including social media challenges and testimonials, to spark discussions about soya milk. Lastly, it was recommended that businesses establish regular feedback mechanisms, such as surveys and focus groups, to continuously improve their products and marketing strategies based on student preferences.