ONLINE MARKETING AND STUDENT PREFERENCE FOR TOOTHPASTE BRAND IN OBIO APKA CAMPUS

The problem lies in identifying the relationship between online marketing efforts and students’ brand preferences for toothpaste, examining whether such marketing efforts successfully translate into consumer loyalty and purchasing behaviour within this demographic. This study investigates the impact of online marketing on student preferences for toothpaste brands at Obio Akpa Campus, Akwa Ibom State University. The research explores how online advertising, social media promotions, and e-commerce platforms influence students' purchasing decisions and brand loyalty in the highly competitive oral care market. The specific objectives are to determine the effect of social media on student’s preference of toothpaste brand in Obio Akpa Campus; investigate the effect of chat on student’s preference of toothpaste brand in Obio Akpa Campus; and examine the influence of websites on student’s preference of toothpaste brand in Obio Akpa Campus. The study was guided by Uses and Gratifications Theory (UGT). Descriptive research design was utilised as the research design. The sample size for the study was 370 students of Akwa Ibom State University, Obio Akpa campus. Analysis of data was done through the use of Statistical package for social sciences (SPSS), version 20. The findings indicate that social media has significant effect on student’s preference of toothpaste brand in Obio Akpa campus. Also, it was found that chat has significant effect on student’s preference of toothpaste brand in Obio Akpa campus. The finding finally revealed that Websites has significant influence on student’s preference of toothpaste brand in Obio Akpa campus. The study concludes that online marketing has a substantial effect on students' brand preferences, suggesting that toothpaste brands targeting this demographic should focus on digital marketing strategies, including engaging social media content, influencer collaborations, and promotions tailored to student needs. The study recommends that Toothpaste production companies should strategically strengthen their presence on popular social media platforms such as Instagram, Facebook, Twitter, and TikTok, where students are most active.