PERCEIVED INFLUENCE ON INSTAGRAM ADVERTISEMENT OF NIVEA BODY LOTION ON THE PURCHASE DECISIONS OF UNDERGRADUATES OF AJAYI CROWTHER UNIVERSITY, OYO.

This research investigates the impact of online advertisements on the purchase of Nivea Body Lotion on undergraduates at Ajayi Crowther University Oyo, Oyo State. In the digital age, online advertising has become a pivotal tool for marketers, significantly influencing consumer behavior, especially among university students who are avid internet users. The Use of Social Influence Theory and the AIDA Model Theory were seen as being relevant for the study. The research aims to understand the extent to which online advertisements affect students' purchasing decision preferences and overall consumer behavior. The quantitative method will be used during this research to gather comprehensive data from undergraduates of Ajayi Crowther University. Findings reviewed that online advertisement significantly influences students awareness, interest and desire for Nivea Body Lotion, ultimately affecting their purchasing decisions. Factors such as credibility, relevance and creativity of advertisements play crucial roles in shaping students' perceptions and behaviors. It was also reviewed that majority of the respondents find Instagram advertising effective in influencing their decision to purchase body lotions like Nivea. From the findings reached, the study therefore recommends that Nivea and similar skincare brands should invest more in Instagram advertising, targeting the youth demographic with personalized and relatable content. This includes using local influencer, real user testimonial and interactive content like polls and Q&A.