i

CONTENT ANALYSIS AND AUDIENCE PERCEPTION OF BEAUTY

PRODUCTS ADVERTISEMENTS ON BLOG SITES

EKAM DIVINE CHISOM

2020124093

A PROJECT SUBMITTED TO THE

DEPARTMENT OF MASS COMMUNICATION,

FACULTY OF SOCIAL SCIENCES,

NNAMDI AZIKIWE UNIVERSITY, AWKA

IN PARTIAL FULFILMENT OF THE REQUIREMENTS

FOR THE AWARD OF BACHELOR OF SCIENCE (B.Sc.)

IN MASS COMMUNICATION

SEPTEMBER, 2024
 ii

CERTIFICATION

I, EKAM, DIVINE CHISOM hereby certify that I am responsible for the

work submitted in this project and that it is an original work which has not
been submitted to this University or any other institution for the award of a
degree or a diploma.

_________________________ _______________

Signature of Candidate Date

 iii

APPROVAL

This project written by EKAM, DIVINE CHISOM, has been examined and
approved for the award of degree of Bachelor of Science of Nnamdi Azikiwe
University, Awka

______________________________ Date: _________

Mrs Uju OnuchuwkuDr. Uju

(Supervisor)

______________________________ Date: _________

Prof. Chioma AgbasimeloProf. Allen Adum

(Head of Department)

______________________________ Date: _________

Prof. Frank-Collins Okafor

 iv

(Dean, Faculty of Social Sciences)

______________________________ Date: _________

(External Examiner)

DEDICATION

This work is dedicated to my parents, Mr. Henry and Mrs Adaobi Ekam , for
their love and support throughout the period of my study.
v
 vi

ACKNOWLEDGEMENTS

I would like to express my heartfelt gratitude to those who have played a

pivotal role in my academic journey. First and foremost, I extend my sincere
thanks to my supervisor, Mrs Uju OnuchuwkuDr. Uju, whose invaluable
guidance, patience, and encouragement have been instrumental in the
completion of this project. Your expertise and support have profoundly
shaped my research and academic development.

I would also like to acknowledge Prof.Dr. Chioma Agbasimelo, the Head of the
Department, for providing a conducive environment for learning and
research. Your leadership and commitment to excellence in our department
have inspired me greatly.

My sincere appreciation goes to Prof. Frank-Collins Nnamdi Okafor, Dean of

the Faculty of Social Sciences, for fostering a supportive atmosphere for all
students and for the resources available to us that have made this research
possible.

To my lecturers, thank you for imparting knowledge and igniting my passion

for learning. Each of you has contributed significantly to my understanding
and appreciation of the subject matter.
 vii

Lastly, I am immensely grateful to my parents, Mr. Henry and Mrs. Adaobi

Ekam, for their unwavering support, love, and encouragement throughout my
studies. Your belief in my abilities has been my motivation. I also appreciate
my friends and family for their support and understanding during this
academic journey.

Thank you all for your contributions to my success.

 viii

TABLE OF CONTENTS

Title i

Certification
ii

Approval iii

Dedication iv

Acknowledgements v

Table of Contents vi

List of Tables ix

Abstract xi

CHAPTER ONE: INTRODUCTION

Background to the Study 2

Statement of the Problem 9

Objectives of the Study 10

Research Questions 10

1.5. Significance of the Study 11

 ix

1.6. Scope of the Study

11

1.7 Definition of Terms 12

CHAPTER TWO: REVIEW OF RELATED LITERATURE

2.1. Conceptual Review

(Add the appropriate subhead

2.2. Empirical Review

2.3. Theoretical Framework

2.4. Summary of Literature Review

CHAPTER THREE: RESEARCH METHODOLOGY

3.1. Research Design 36

3.2. Area of the Study 36

3.3. Population of the Study 37

3.4. Sample Size and Sampling Procedure

38

3.5. Instrument of Data Collection 41

3.6. Measurable Variables 41

3.7. Pre-test of Instrument 42

3.8. Method of Data Collection 43

 x

3.9. Method of Data Analysis

43

CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS

4.1 Introduction

4.2 Data presentation

4.3 Discussion of findings

CHAPTER FIVE: SUMMARY, CONCLUSION AND

RECOMMENDATIONS

5.1 Summary 58

5.2 Conclusion 58

5.3 Recommendations
59

5.4 Suggestions for Future Studies

60

5.5. Limitations of the Study

61

References 62

Appendix I Letter of Consent Request 68

 xi

Appendix II Questionnaire 69

Appendix I – Coding Sheet

Appendix II –

ABSTRACT
 xii

This study explores the content analysis and audience perception of beauty
product advertisements on Nigerian blogs, focusing on skincare and hair
products within the context of a rapidly evolving digital marketing landscape.
The research spans a three-month period, specifically from June to August
2024, and analyzes advertisements featured in five prominent Nigerian blogs
known for their influence in the beauty sector. By employing a systematic
sampling approach, the study examines the visual and textual strategies
utilized in these advertisements, seeking to understand how they engage
readers and drive consumer interest.

The theoretical framework guiding this research is the Agenda Setting

Theory, which posits that media visibility plays a significant role in shaping
public perception and discourse. By assessing the extent to which beauty
product advertisements are highlighted on these blogs, the study investigates
whether increased exposure leads to heightened awareness and discussion
among audiences. A quantitative survey was conducted with a sample
population of 395 undergraduates from Nnamdi Azikiwe University,
exploring their perceptions, attitudes, and engagement with the beauty
product advertisements encountered on these platforms.

Preliminary findings indicate notable trends in advertising strategies,

including the use of imagery, celebrity endorsements, and persuasive language
designed to evoke emotional responses. Additionally, the study highlights how
these advertisements reflect and influence consumer behavior, as well as the
broader cultural and social dynamics surrounding beauty standards in
 xiii

Nigeria. The results suggest that blogs serve as a vital space for beauty
marketing, where advertisers leverage audience engagement to enhance
product visibility and consumer loyalty.

This research contributes to the broader understanding of digital advertising

strategies in the beauty industry and emphasizes the role of blogs as key
players in shaping consumer attitudes and preferences. The implications of
this study extend beyond marketing, offering insights into the changing
landscape of media consumption and the power of digital platforms in
influencing consumer behavior. Ultimately, this work aims to enrich the
discourse on advertising effectiveness and consumer engagement in Nigeria's
vibrant beauty market, paving the way for further research in the field.
 xiv

CHAPTER ONE

INTRODUCTION

In recent years, the proliferation of digital advertising has strategically altered

the landscape of advertising, particularly in the beauty industry. The rise of
blog sites as platforms for product promotion has transformed how beauty
products are marketed and perceived. Beauty products advertisements have
become a frequent face on Nigerian blogs sites. This rise can be attributed to
the growing demand for beauty products among Nigerian consumers, driven
by the young urban population and increase in social media influence.
 xv

Euromonitor international's research has proved that beauty products have

done better than premium products with the past 2 years. This is mainly as a
result of the economic constraints which haspushed Nigerian consumers into
going for more affordable beauty products. Why? It is simply as a result of
the utilization of Nigerian blogs to advertise these products. Theseconsumer
advertisements leverage the widespread reach and high engagement rates of
blogs to influence behavior. Therefore, with this in mind, this study aims to
explore the content and audience perception of these advertisements,
specifically focusing on their message appeal and effectiveness in promoting
beauty products such as body lotion and hair care products. This is because
content analysis and audience perception are critical in understanding the
effectiveness of these digital advertisements.

1.1 BACKGROUND TO THE STUDY

The beauty industry in Nigeria is a rapidly growing sector, with an increasing

number of local and international brands competing for market share. Brands
like Versline and Nivea products are popular skincare brands that have an
increase in consumer patronage in Nigeria. It can be said that this growth is as
a result of Advertising on Nigerian blogs. Advertising plays a crucial role in
this competitive landscape, and blog sites have emerged as a preferred
medium for beauty product promotions. Blogs, known for their personal
touch and credibility, provide an effective platform for advertisers to reach a
targeted audience.
 xvi

Beauty product advertisements on blogs often utilize a variety of message

appeals, including emotional, rational, and testimonial appeals, to capture the
attention of readers. Emotional appeals aim to evoke feelings and emotions
that resonate with consumers. Okpara stated that, "Emotional appeals
significantly influence consumer attitudes and purchase intentions, making
them a powerful tool in beauty product advertisements" (Okpara, 2012).

Belch and Belch stated that "Rational appeals in advertisements convey

product benefits and features, providing consumers with factual information
that influences their purchasing decisions" (Belch & Belch, 2003). In other
words rational appeals focus on providing factual information and benefits of
the product.

Testimonial appeals on the other hand, leverage the endorsements of

celebrities or influencers to build trust and credibility. Which ever appeal
may be used in Advertising beauty products on Nigerian blogs, they all have
the ultimate goal of pulling consumers to purchasing the advertised product.

In the past decade, the increasing penetration of the internet and mobile
devices in Nigeria has dramatically shifted how consumers access information
and interact with brands. According to the Nigerian Communications
Commission (NCC), internet penetration in the country has seen a steady
increase, with more than 100 million Nigerians now connected online. This
digital transformation has led to the proliferation of blogs, which have become
essential tools for businesses looking to engage with tech-savvy, digitally-
connected consumers.

Blogs, in particular, have gained prominence due to their ability to offer

relatable content that resonates with readers. Unlike traditional
 xvii

advertisements that are often viewed as intrusive, blogs provide a more subtle
approach to marketing, embedding advertisements within content that
consumers actively seek out. This makes blogs an effective channel for beauty
brands, which often rely on storytelling, tutorials, and product reviews to
attract and retain customers.

Beauty brands have increasingly turned to blogs to advertise products such as

body lotions and hair care items. These products benefit from the visual and
descriptive nature of blog content, where detailed reviews, how-to guides, and
personal testimonials can influence consumer behavior. Moreover, the
interactive features of blogs, such as comment sections and social media
sharing options, allow for greater engagement, fostering a sense of community
and trust among readers.

The five blogs selected for this study—Linda Ikeji’s Blog, BellaNaija, SDK,
Ladun Liadi Blog, and TGJ are particularly influential in the Nigerian beauty
and lifestyle space. Each of these blogs has a large and diverse readership,
making them ideal platforms for beauty product advertisements.

1. Linda Ikeji Blog: One of Nigeria's most popular blogs, it covers

entertainment, celebrity gossip, and lifestyle content. With massive daily
traffic, it is a go-to source for many Nigerians seeking the latest news on
entertainment and trending stories.

2. Bellanaija: Known for its high-end focus on lifestyle, fashion, weddings, and
beauty, Bellanaija attracts a sophisticated audience. It has consistent traffic
 xviii

from readers interested in events and cultural trends, both in Nigeria and
beyond.

3. Stella Dimoko Korkus Blog: A popular platform known for its celebrity
gossip, relationship advice, and interactive audience engagement. The blog
receives steady traffic from loyal readers who contribute to its lively
discussions.

4. Ladun Liadi Blog: Focused on Nigerian celebrity gossip and current events,
this blog attracts significant daily traffic. It is widely read for its timely
updates on entertainment and lifestyle content.

5. That Grape Juice (TGJ): Covering entertainment news with a global

audience, TGJ includes regular Nigerian content, particularly celebrity and
lifestyle updates. It garners considerable traffic, especially for beauty and pop
culture topics.

The audience members of these blogs are primarily Nigerian women, although
the specific demographics can vary depending on the blog. For example,
Linda Ikeji’s Blog and BellaNaija attract a more diverse audience in terms of
age and income level, while SDK and Ladun Liadi blog cater more to younger,
middle-class women interested in lifestyle and beauty.

These readers are typically urban, well-educated, and have a strong interest in
fashion, beauty, and personal care. They are also highly engaged with digital
 xix

media, using blogs not only for entertainment but also as a source of
information and inspiration for their purchasing decisions. This makes them
an ideal target for beauty brands, as their engagement with blog content can
directly influence their buying behavior.

Despite the increasing investment in blog-based advertisements, there is

limited empirical research on their content and effectiveness in the Nigerian
context. Understanding the specific elements of these advertisements that
resonate with the audience can provide valuable insights for marketers aiming
to optimize their advertising strategies. This study which would subsequently
use both quantitative and qualitative research methods to achieve it's aim,
conducting a comprehensive content analysis of beauty product
advertisements on Nigerian blog sites and examining audience perceptions
through surveys would be employed.

1.2 STATEMENT OF THE RESEARCH PROBLEM

The proliferation of beauty product advertisements on Nigerian blog sites has

not been matched by corresponding research into their content and
effectiveness. There is a need to explore the predominant message appeals
used in these advertisements and understand how they are perceived by the
target audience. This study wishes to addresses this gap by analyzing the
content of beauty product advertisements on Nigerian blogs and assessing
audience perceptions to determine their effectiveness. This is because despite
 xx

the growing importance of blog sites in beauty product advertising, there is a

limited understanding of how these advertisements are crafted and how they
affect consumer perception. The problem lies in the need for a systematic
analysis of the content within beauty products advertisements on blogs and an
evaluation of how such contents influences audience perception.

1.3 RESEARCH OBJECTIVES

The primary purpose of this study is to conduct a content analysis of beauty

product advertisements on Nigerian blog sites and evaluate NAU students,
perceptions of these advertisements. By focusing on message appeals and
effectiveness, the study aims to provide insights that can help advertisers
create more impactful and persuasive advertisements. The rationale for this
study is based on the need to optimize advertising strategies in the beauty
industry to better meet the preferences and expectations of Nigerian
consumers.The specific objectives of the study include;

1. To find out the predominant message appeals used in beauty products

advertisements on Nigerian blog sites.

2 To ascertain how the students of NAU perceive these advertisements in

terms of effectiveness and appeal.

3.To discover the relationship between the content of the advertisements and
Nnamdi Azikiwe undergraduates.

4. To determine how the undergraduate students of Nnamdi Azikiwe

University, perceive advertisment of beauty products on Nigerian blogs.
 xxi

1.4 RESEARCH QUESTIONS

1. What are the predominant message appeals used in beauty product

advertisements on Nigerian blog sites?

2. How do the students of NAU perceive these advertisements in terms of

effectiveness and appeal?

3. What is the relationship between the content of the advertisements and

audience perception?

4. How do the students of NAU perceive advertisment of beauty products on

Nigerian blog sites?

1.5 SCOPE OF THE STUDY

This study focuses on beauty product advertisements on Nigerian blog sites,

specifically examining advertisements for body lotion and popular hair care
products. The research will employ a mixed-methods approach, combining
quantitative content analysis and qualitative surveys. The content analysis will
identify the types of message appeals used in the advertisements, while the
surveys will capture audience perceptions. The study population includes
beauty product advertisements on popular Nigerian blogs and the readers of
these blogs.

Content analysis in this sense would be done on beauty product ads that have
been posted on 5 popular Nigerian blogs in the space of 3 months, from June
to August 2024.
 xxii

1.6 SIGNIFICANCE OF THE STUDY

This study is significant because it provides empirical data on the content and
effectiveness of beauty product advertisements on Nigerian blog sites. The
findings can help advertisers and marketers develop more appealing and
effective advertisements that resonate with their target audience.
Additionally, the study contributes to the existing body of knowledge on
advertising strategies in the beauty industry, particularly in the context of
digital marketing and social media.

Understanding the message appeals that are most effective in attracting and
persuading consumers can lead to more targeted and efficient advertising
campaigns. By examining audience perceptions, the study also provides
insights into consumer behavior and preferences, which can inform product
development and marketing strategies. Overall, the study aims to enhance the
effectiveness of beauty product advertisements on Nigerian blog sites,
ultimately benefiting both advertisers and consumers.

1.7 DEFINITION OF TERMS

Blogs: Blogs are websites or online platforms featuring beauty products,

where individuals or groups regularly post written content, images, videos,
and other forms of media. These entries, known as "posts," are typically
displayed in reverse chronological order, with the most recent post appearing
first. Blogs can cover a wide range of topics, from personal diaries and
 xxiii

hobbies to professional advice and industry news. They often encourage

interaction through comments and social sharing.

Blog Advertisment: Blog advertisements are promotional content on beauty

products displayed on blogs to market products, services, or brands.

Message Appeal: The strategy used in advertisements to attract and persuade

consumers. Common message appeals include emotional appeals, which evoke
feelings and emotions; rational appeals, which provide factual information
and benefits; and testimonial appeals, which use endorsements from
celebrities or influencers.

Audience Perception: How Nnamdi Azikiwe University undergraduates view

and interpret advertisements on blog sites. This includes their opinions on the
effectiveness, appeal, and influence of the advertisements.

Beauty products: Beauty products are items designed to enhance or alter the
appearance of the skin, hair, nails, and other parts of the body. They include a
wide range of products such as skincare (moisturizers, cleansers), makeup
(foundation, lipstick, eyeshadow), hair care (shampoo, conditioner, styling
products), fragrances (perfumes, colognes), and other grooming products.
These products are used to improve aesthetics, maintain personal hygiene,
and promote overall personal care.
 xxiv

CHAPTER TWO

REVIEW OF RELATED LITERATURE

This Chapter delves into the existing scholarly work related to beauty product
advertisements on Nigerian blogs. It reviews the various strategies employed
in these advertisements, with a particular emphasis on the message appeals
 xxv

used to engage and influence the audience. It will also explore the theoretical
frameworks that guide these advertising practices, drawing on relevant
studies to understand how these theories apply within the context of this
research. Furthermore, the chapter will examine audience perception of
beauty product advertisements, highlighting key findings from previous
research and identify areas where further investigation is needed. The aim is
to establish a solid foundation of knowledge that will inform the subsequent
analysis of content and audience perception in this research.

2.1 Conceptual Reviews.

2.1.1 Conceptualization of Beauty Product Advertisements in Nigeria

Beauty product advertisements in Nigeria have a rich history that reflects the
evolving cultural, social, and economic landscape of the country. From the
early days of print media to the current dominance of digital platforms like
blogs, the advertising strategies for beauty products have continuously
adapted to meet the changing demands and preferences of the Nigerian
audience.

In the past, beauty product advertisements were primarily featured in print

media such as newspapers and magazines, targeting women in urban areas.
Brands like Lux soap and Nivea were among the first to use print ads to
promote their products, relying on slogans that emphasized beauty, elegance,
and femininity (Oguibe, 2020). These early advertisements often featured
well-known celebrities and local beauty icons to resonate with the audience
and create a sense of aspiration.
 xxvi

With the advent of digital technology, the landscape of beauty product

advertising in Nigeria shifted significantly. As internet access became more
widespread, blogs and social media platforms became crucial tools for
reaching a larger and more diverse audience. Blogs, in particular, have
become a popular medium for beauty product advertisements, offering
brands a platform to engage directly with consumers through product
reviews, sponsored posts, giveaways, and tutorials (Ajibade, 2021).

For instance, well-established blogs like BellaNaija, Linda Ikeji Blog, and
NaijaLoaded regularly feature advertisements for beauty products, especially
body lotions and hair care products. Brands such as Olay, Dove, Vaseline, and
Dark and Lovely have invested heavily in digital advertisements on these
platforms. These brands use a mix of rational and emotional appeals in their
messaging, often highlighting the benefits of the products (e.g., moisturizing
properties, skin lightening, or repair of damaged hair) while also tapping into
cultural narratives around beauty, confidence, and self-care (Eze, 2022).

A recent trend in beauty product advertisements is the use of influencers and

celebrity endorsements on blogs and social media. For instance, Nivea has
used popular Nigerian influencers like Toke Makinwa to promote their
skincare products. These influencers share their personal experiences with the
products, demonstrating how they use them in their daily routines, which
makes the ads more relatable and convincing to their audience (Bello, 2021).
This strategy has proven successful as it leverages the trust and credibility
that influencers have built with their followers.

Additionally, many of these beauty advertisements incorporate localized

content that resonates with Nigerian consumers. For example, hair care
 xxvii

brands like MegaGrowth and African Pride often emphasize the benefits of
their products for African hair types, using models with natural hairstyles in
their ads to appeal to women embracing their natural hair. This aligns with
the broader natural hair movement, which has gained significant traction in
Nigeria over the past decade (Adebayo, 2020).

Overall, beauty product advertisements in Nigeria have become more

interactive and targeted, thanks to the digital platforms available. Blogs
provide an ideal space for advertisers to reach a dedicated and engaged
audience while offering opportunities for two-way communication through
comments and social media shares (Salami, 2021). The shift to digital
advertising has also made it easier for small and emerging beauty brands to
compete with established global players, as they can now target niche markets
with lower costs compared to traditional media.

By focusing on the values and desires of the Nigerian consumer, beauty

product advertisements continue to evolve, becoming a significant driver of
consumer behavior and a key aspect of the country's vibrant digital
marketing ecosystem.

2.1.2 Historical Overview of Beauty Product Advertisements in Nigeria

The history of beauty product advertising in Nigeria dates back to the colonial
era, where foreign brands such as Lux and Vaseline first introduced beauty
products through print advertisements in newspapers and magazines (Oguibe,
2020). These early advertisements were characterized by their simplistic and
often Eurocentric portrayals of beauty, targeting the elite class who could
afford such luxury items (Ajibade, 2021). Over time, as Nigeria gained
independence and developed its own identity, local brands began to emerge,
 xxviii

creating products that catered specifically to the needs and preferences of

Nigerian consumers.

By the 1980s and 1990s, the beauty industry in Nigeria had grown
significantly, with local brands such as Venus, Soulmate, and Tura becoming
household names. These brands utilized television and radio as their primary
advertising platforms, employing jingles and celebrity endorsements to appeal
to a broader audience. The messages in these advertisements often
emphasized the benefits of the products, such as skin lightening or hair
strengthening, reflecting the societal beauty standards of the time.

2.1.3 Recent Trends in Beauty Product Advertisements on Nigerian Blogs

In recent years, the rise of digital media has transformed the landscape of
beauty product advertising in Nigeria. Blogs have become one of the most
popular platforms for beauty brands to reach their target audience,
particularly among younger, tech-savvy consumers. This shift to digital
platforms is driven by the growing internet penetration in Nigeria, which
stood at 70% as of 2023 (NCC, 2023). Blogs offer a unique advantage in that
they allow for more interactive and personalized content, which is crucial in
the beauty industry where consumer engagement is key.

One of the most significant trends in beauty product advertising on Nigerian

blogs is the use of influencer marketing. Brands such as Nivea, Dudu-Osun,
and Cantu have partnered with popular beauty bloggers and social media
influencers to promote their products. These influencers often provide
reviews, tutorials, and testimonials, creating content that is both informative
and relatable. For instance, Nivea’s collaboration with Nigerian beauty
influencer Dimma Umeh for their body lotion products significantly boosted
 xxix

the brand’s visibility and consumer engagement, leading to a 25% increase in

sales within six months of the campaign's launch (Nivea Nigeria, 2021).

Another notable trend is the focus on natural and organic beauty products,
particularly in the hair care segment. Brands like ORS (Organic Root
Stimulator) and MegaGrowth have capitalized on the natural hair movement
in Nigeria by advertising their products on blogs that cater to women with
natural hair. These advertisements often emphasize the natural ingredients
and health benefits of the products, aligning with the growing consumer
preference for safe and eco-friendly beauty options.

2.1.4 Audience Perception of Beauty Product Advertisements

The perception of beauty product advertisements in Nigeria is shaped by

various factors, including the target demographic, cultural context, and the
type of appeal used in the advertisements. Nigerian consumers are
particularly responsive to emotional and testimonial appeals, especially when
they are endorsed by trusted influencers or celebrities. These types of
advertisements resonate deeply because they connect with the audience on a
personal level, often evoking feelings of self-confidence, cultural pride, and
beauty enhancement. This is especially important in a society where physical
appearance is closely linked to social identity and status (Okpara, 2012).

For instance, emotional appeals often use narratives that celebrate beauty as a
reflection of personal success, social acceptance, and even empowerment.
Many beauty advertisements feature local celebrities and influencers who
embody these ideals, making the products appear aspirational. In such cases,
the audience may relate more to the person advertising the product rather
than the product itself. These personal endorsements create a sense of trust
 xxx

and credibility that is crucial in the beauty industry, where consumers are
cautious about the quality and efficacy of products.

Rational appeals, on the other hand, focus on the functional benefits of the
product, and they tend to attract consumers who are more concerned with the
practical aspects of beauty products. For example, body lotions that
emphasize scientifically proven moisturizing effects or hair care products that
guarantee hair growth often use rational appeals to convince potential buyers.
Studies have shown that Nigerian consumers appreciate advertisements that
provide evidence of a product's effectiveness. A study by Olatunji (2013)
revealed that body lotions that focused on scientific backing, such as
dermatological approval or evidence of long-lasting moisture, had a higher
conversion rate among viewers, especially among older or more discerning
consumers.

The shift towards digital platforms, particularly blogs, has further influenced
how beauty product advertisements are perceived in Nigeria. Unlike
traditional media ads, which can often be seen as invasive or generic,
advertisements on blogs are viewed as more authentic and trustworthy. This
is especially true for blog-based reviews and sponsored content, where
influencers or bloggers provide personal insights or experiences with the
products. Consumers are more likely to trust these reviews because they
appear less like formal advertisements and more like genuine
recommendations from people they admire or relate to. This dynamic is
critical in an industry where trust and personal connection often guide
purchase decisions (Adeyemi & Folorunsho, 2015).
 xxxi

Blog-based advertising offers a space for more personalized and detailed

product promotion, which traditional advertising formats might not provide.
For instance, beauty products like hair oils, skin moisturizers, or body lotions
can be advertised alongside personal narratives or tutorials, helping
consumers visualize the product's real-world application. Nigerian beauty
blogs, particularly in recent years, have taken advantage of this by
incorporating sponsored posts and reviews that resonate well with their
audience. This integration of relatable content and consumer-friendly
advertising enhances the overall perception of the product, making it feel
more like a recommendation than a sales pitch.

2.1.5 Impact of Blog-Based Advertising on Body Lotion and Hair Product

Brands

The use of blogs as a key advertising platform has had a profound and
measurable impact on the success of beauty product brands in Nigeria,
particularly in the competitive body lotion and hair care markets. The digital
landscape, with blogs at the forefront, has allowed brands to directly connect
with their target audience in a way that is more personalized, engaging, and
interactive than traditional media. Nigerian consumers are highly attuned to
blogs and digital influencers, who they perceive as more relatable and
trustworthy compared to conventional advertisements. This trust has made
blogs a powerful tool for influencing purchase decisions, especially for beauty
products that require a higher level of consumer confidence.

For example, Cantu, a brand that specializes in natural hair care products,
launched a strategic blog-based advertising campaign in Nigeria, which
resulted in substantial growth for the brand. By collaborating with popular
 xxxii

Nigerian bloggers and influencers, particularly those in the natural hair care
community, Cantu was able to position itself as a leader in the natural hair
movement. This campaign, which combined product reviews, tutorials, and
personal testimonials, created a buzz around Cantu’s products. As a result,
the brand saw a 30% increase in brand awareness and a 20% boost in sales
(Cantu Nigeria, 2020). The success of this campaign highlights how blogs can
be effectively used to target niche markets, such as the growing community of
women embracing their natural hair in Nigeria. These women often turn to
blogs for advice on hair care routines, making blogs an ideal platform for
Cantu to engage its target audience with content that resonates with their
values and needs.

Similarly, Vaseline leveraged blogs and digital platforms to execute its "Heal
Your Skin" campaign, which was focused on promoting its body lotion
products. This campaign featured emotional testimonials from Nigerian
women who shared their personal experiences with using Vaseline’s products
to heal and moisturize their skin. These testimonials were widely shared
through blog posts, along with detailed product reviews and recommendations
from trusted beauty bloggers. The campaign effectively created an emotional
connection with the audience by addressing common skincare concerns such
as dry skin, which resonates deeply with Nigerian consumers, especially those
dealing with the harsh tropical climate. As a result, Vaseline not only
increased the visibility of its body lotion products but also strengthened its
brand reputation as a reliable and effective skincare solution. By using blogs
to tell these real-life stories, Vaseline was able to position its products as
essential for everyday skincare, while reinforcing the credibility of its brand.
 xxxiii

The success of these blog-based campaigns illustrates the growing reliance of

Nigerian consumers on digital content when making purchasing decisions. In
a country where internet penetration is steadily increasing, especially through
mobile devices, blogs have become an accessible and influential source of
information for consumers. Brands like Nivea, Vaseline, and Cantu have
capitalized on this trend by developing integrated marketing strategies that
combine blog posts with other forms of digital content, such as social media
promotions and influencer endorsements. This multi-channel approach
ensures that their products remain top of mind for consumers as they
navigate their daily digital interactions.

Furthermore, blog-based advertisements offer a level of authenticity that

traditional advertisements may lack. When beauty products are
recommended by bloggers or influencers who are seen as experts in their field,
consumers are more likely to trust their opinions. This trust is particularly
important in the beauty industry, where the effectiveness of products is often
subjective and dependent on personal experiences. By using blogs to share in-
depth product reviews, tutorials, and real-life testimonials, brands can
provide potential customers with the information they need to feel confident
in their purchasing decisions.

Blogs have become an integral part of the advertising ecosystem for beauty
products in Nigeria. The success stories of brands like Cantu and Vaseline
demonstrate the effectiveness of blog-based campaigns in driving both brand
awareness and sales. By leveraging the trust and credibility

2.1.6 Message Appeals in Beauty Product Advertisements on Nigerian Blogs

 xxxiv

Message appeals in advertising are powerful tools that brands use to capture
the attention of their target audience and influence their purchasing behavior.
These appeals can be emotional, logical, or based on social or personal values,
and they are specifically designed to connect with consumers on a deeper
level. In the context of beauty product advertisements in Nigeria, the use of
various message appeals has proven to be highly effective in shaping
consumer perceptions and driving sales. This section delves into the common
message appeals employed by beauty brands, particularly in body lotion and
hair care advertisements, and provides recent examples of popular products
that utilize these approaches.

One of the most common emotional appeals in beauty product advertising is

the appeal to self-esteem and confidence. Many beauty brands tap into the
desire for individuals to look and feel good about themselves, which resonates
deeply with Nigerian consumers. For instance, body lotion brands like Nivea
and Vaseline often use advertisements that portray glowing, healthy skin as a
source of confidence and social acceptance. These ads frequently feature
testimonials from consumers who express how the products have transformed
their skin, making them feel more attractive and self-assured (Nivea Nigeria,
2019). Such emotional connections foster brand loyalty and encourage
consumers to associate the use of the product with positive self-perception.

In addition to emotional appeals, beauty product advertisements also make

use of rational or logical appeals, which focus on the practical benefits and
scientific effectiveness of the product. In advertisements for hair care
products, for example, brands like Cantu and Motions emphasize the
nourishing, moisturizing, and strengthening properties of their products.
These ads often include claims backed by scientific research or ingredient
 xxxv

breakdowns, such as the inclusion of shea butter or natural oils, which help
promote healthy hair growth (Cantu Nigeria, 2020). Rational appeals are
particularly effective for consumers who are more focused on the
functionality of the product and are seeking tangible, measurable results. For
example, Cantu’s marketing often highlights how its products are specifically
formulated for natural hair, offering real solutions to common issues like
dryness and breakage (Cantu Nigeria, 2020).

Another prevalent strategy is the testimonial appeal, where brands use

endorsements from influencers, celebrities, or everyday users who have
experienced the benefits of the product. In Nigeria, beauty brands frequently
collaborate with popular bloggers, influencers, and beauty enthusiasts who
have large followings and credibility within the beauty community. For
instance, Cantu’s blog-based campaigns featured testimonials from well-
known Nigerian beauty bloggers who shared their personal experiences using
Cantu hair care products (Cantu Nigeria, 2020). This approach not only
increases the visibility of the product but also leverages the trust that these
influencers have built with their followers, thereby boosting the product’s
credibility.

Social and cultural appeals are also widely used in Nigerian beauty
advertisements, especially when targeting a diverse and culturally conscious
audience. Ads that emphasize pride in African heritage, natural beauty, and
cultural identity have become increasingly popular as more consumers shift
towards products that align with their values. For example, beauty products
like Dudu Osun, a natural soap brand, capitalize on this cultural appeal by
highlighting the use of traditional African ingredients and positioning their
products as a celebration of African beauty (Dudu Osun, 2019). Such appeals
 xxxvi

resonate with Nigerian consumers who are not only looking for effective
beauty solutions but also want to support brands that reflect their cultural
values and promote natural beauty.

Aside from message appeals, beauty brands in Nigeria also employ

promotional strategies*to enhance the effectiveness of their advertising
campaigns. These include special offers, discounts, giveaways, and influencer
collaborations, which are commonly featured in blog posts and digital ads.
For instance, Vaseline’s “Heal Your Skin” campaign included special offers
that were advertised on popular beauty blogs, encouraging consumers to try
out their products at a reduced price (Vaseline Nigeria, 2019). Additionally,
collaborations with beauty influencers who offer product giveaways or
tutorials increase consumer engagement and brand visibility.

In recent years, the rise of digital and blog-based advertisements has further
shaped the strategies used by beauty brands in Nigeria. Unlike traditional
media, where ads are often seen as disruptive, blog-based ads are more
organic and integrated into the content. Consumers are more likely to trust
product recommendations and reviews on blogs because they come across as
authentic and unbiased. For example, blog posts featuring product reviews or
sponsored content that subtly introduce beauty products, such as skin creams
or hair treatments, have proven to be effective in influencing consumer
decisions (Okpara, 2012).

2.1.7 Common Message Appeals Used in Beauty Product Advertisements on

Nigerian blogs
 xxxvii

The major message appeals used in the advertisement of beauty products on

Nigerian blogs, particularly for body lotions and hair care products, are as
follows:

1. Emotional Appeals

Emotional appeals aim to create a personal connection with the audience by

tapping into their feelings of happiness, pride, self-love, or confidence. In the
Nigerian beauty market, these appeals are especially effective because they
resonate with consumers' aspirations for beauty, self-improvement, and social
status.

One prominent example is Nivea, a widely recognized body lotion brand.

Nivea’s blog advertisements often emphasize themes like self-love,
empowerment, and the joy of having healthy, beautiful skin. These ads
typically feature Nigerian women who express pride and happiness after using
Nivea products, showing the transformative effect the lotion has on their skin
and confidence. Through blog posts and sponsored content, the brand has
successfully created an emotional connection that not only promotes its
products but also encourages women to embrace their beauty journeys (Nivea
Nigeria, 2022). The emotional storytelling in these ads fosters a sense of trust
and relatability, making the brand highly appealing to a broad audience.

2. Rational Appeals

Rational appeals focus on providing consumers with logical reasons and

factual information about the benefits of the product. This approach caters to
audiences who seek functional value and scientific proof of the product’s
efficacy. In beauty advertising, especially for body lotions and hair care
 xxxviii

products, rational appeals are often used to highlight the ingredients, product
benefits, and expert endorsements that justify the product's claims.

An excellent example of rational appeals is found in ORS (Original Root

Stimulator) Hair Care. ORS frequently advertises on Nigerian blogs, where it
emphasizes the natural ingredients in its hair care products, such as olive oil
and coconut oil, and their scientifically proven ability to nourish and repair
damaged hair. Blog posts about ORS often include expert testimonials, user
reviews, and ingredient breakdowns, demonstrating how the product can
deliver real results. These ads appeal to consumers who are more concerned
with the functionality of the products and are looking for reliable, science-
backed solutions to hair problems (ORS Hair Care, 2023). By emphasizing
these practical benefits, ORS strengthens its credibility and appeals to more
discerning consumers.

3. Testimonial Appeals (Celebrity Endorsements)

Testimonial appeals, particularly those featuring celebrities or influencers,

are a powerful tool in beauty product advertising. These appeals leverage the
trust and admiration consumers have for celebrities, making them more likely
to believe in the efficacy of the products endorsed by their favorite stars. In
Nigeria, where celebrity culture has a strong influence on consumer behavior,
testimonial appeals have become a staple in beauty product marketing.

A notable example is Vane Beauty, a body lotion brand that has enlisted
Nigerian celebrities like Toke Makinwa to endorse its products. Toke
Makinwa, a well-known media personality and beauty influencer, has a large
following on social media, and her endorsement of Vane Beauty has
significantly boosted the brand’s visibility. Advertisements featuring her
 xxxix

testimonials are regularly posted on Nigerian blogs, where she shares her
experience using the lotion and highlights its benefits for her skin. This not
only helps the brand gain credibility but also builds trust among consumers
who admire her beauty and lifestyle (Vane Beauty, 2022). The endorsement
creates a direct link between the product and the aspirational image of beauty
that the celebrity represents, making it more attractive to consumers who
wish to emulate their style.

4. Social and Cultural Appeals

In the Nigerian context, social and cultural appeals are highly effective, as
they resonate with consumers’ values, beliefs, and pride in their identity.
Many beauty brands utilize these appeals to align their products with cultural
pride and the growing movement toward natural beauty. These
advertisements often celebrate African heritage, natural beauty, and the use
of locally sourced ingredients.

An example is Dudu Osun, a natural soap brand that uses social and cultural
appeals by highlighting its use of traditional African ingredients like shea
butter and honey. Advertisements for Dudu Osun on Nigerian blogs often
position the product as part of a larger celebration of African beauty and
culture. These ads emphasize the importance of using natural, organic
products that align with the consumer's values of sustainability and cultural
pride (Dudu Osun, 2019). By tapping into these themes, Dudu Osun
successfully appeals to consumers who are not only looking for effective
skincare solutions but also want to support brands that reflect their cultural
heritage and promote natural beauty.
 xl

2.1.8 Other Advertising Strategies adopted in Beauty Products Advertisment

on Nigeiran Blogs

In addition to the primary message appeals, other strategies are also

employed in Nigerian blog advertisements to enhance their effectiveness:

1. Influencer Marketing: Influencers play a significant role in promoting

beauty products. Their relatable personalities and large following make them
ideal for reaching targeted audiences.

Example: Hairfinity, a popular hair care brand, collaborates with Nigerian

beauty influencers to showcase product usage and benefits through blog posts
and social media content. These influencers share their personal experiences
and results, which resonate well with their followers (Hairfinity Nigeria,
2023).

2. User-Generated Content: Encouraging consumers to create and share

content related to the product helps build a community around the brand.
This strategy leverages the authenticity of real customer experiences.

Example: Shea Moisture, a body and hair care brand, often features user-
generated content on their blogs and social media platforms. Customers are
invited to share their before-and-after photos and testimonials, which are then
highlighted in advertisements to showcase real-life success stories (Shea
Moisture Nigeria, 2023).

3. Promotional Offers and Giveaways: Promotional offers and giveaways are

used to attract new customers and encourage trial. This strategy creates a
sense of urgency and excitement, driving consumer engagement.
 xli

Example: Palmers, a well-known brand for body lotions, frequently uses

promotional offers on Nigerian blogs. Limited-time discounts, free samples,
and giveaway contests are advertised to draw attention and encourage
purchases (Palmers Nigeria, 2022).

2.1.9 Popular Products and Recent Trends in Beauty Product Advertisement

on Nigeiran Blogs

Recent trends in the Nigerian beauty market show a significant use of digital
platforms, especially blogs, for advertising body lotions and hair care
products. The following examples highlight popular products and their
message appeal types as well as other advertising strategies.

• Nivea (Body Lotion): Mainly makes use of emotional and rational appeals
that highlight skin health and confidence.

• ORS Hair Care: Uses rational appeals, where ads emphasize on natural
ingredients and scientific efficacy.

• Dudu Osun: Usually adopts the testimonial message appeals in their ads to
address common beauty problems.

• Vane Beauty: Is know for adopting celebrity endorsements blog advertising

strategy to build credibility and trust.

• Hairfinity: The hair care brand uses Influencer marketing to showcase

product benefits through relatable personalities.

• Shea Moisture: employes user-generated content to demonstrate real-life

success stories.
 xlii

• Palmers: This brand usually adopts the Promotional offers to attract and
engage customers.

Note: The information included in this section were all gotten from online
sites of the beauty brands mentioned. They weren't pulled out from my
personal research but already published facts on these various sites,
references can be found at the reference section of this research.

2.2 Empirical Review

In exploring the effectiveness and audience perception of beauty product

advertisements on Nigerian blogs, it is crucial to examine existing literature
that addresses various aspects of advertising strategies, message appeals, and
consumer behavior in both the Nigerian context and beyond. This section
would be discussing in detail, six studies providing a comprehensive
foundation for understanding the factors that influence the success of beauty
product advertisements, particularly those that leverage the digital platform
of blogs.

Ducoffe (1996) conducted a seminal study titled "Advertising Value and

Advertising on the Web," which explored the effectiveness of digital
advertising. Utilizing a qualitative research methodology, Ducoffe identified
three essential components that contribute to the perceived value of online
advertisements: informativeness, entertainment value, and credibility. The
study focused on consumers navigating the burgeoning internet landscape,
emphasizing the challenge of capturing attention amid a vast array of content.
 xliii

Ducoffe found that informative ads effectively communicate relevant product

details, while entertaining ads engage viewers, making them more likely to
remember and act upon the message. Credibility, established through the
trustworthiness of the ad, plays a critical role in consumer decision-making.
This research is particularly relevant for beauty product advertisements on
Nigerian blogs, where balancing these elements is crucial for creating
compelling campaigns that resonate with audiences.

Belch and Belch (2003), in their comprehensive work "Advertising and

Promotion: An Integrated Marketing Communications Perspective,"
examined advertising strategies through the lens of integrated marketing
communications (IMC). Their study employed a qualitative approach to
assess how brands ensure consistent messaging across various platforms,
including traditional and digital media. The authors highlighted the
significance of rational appeals, which provide factual and logical information
about products. In the beauty industry, such appeals often focus on scientific
backing, product effectiveness, and benefits tailored to specific consumer
concerns, such as skin health. The findings suggest that effective advertising
should not only inform but also build trust by emphasizing the reliability of
product claims. This framework is particularly applicable to beauty product
ads on Nigerian blogs, where clarity and consistency in messaging can
enhance brand credibility.

Eze and Ozo (2005) focused their study, "The Effectiveness of Celebrity
Endorsements in Nigerian Advertising," on the powerful influence of celebrity
 xliv

endorsements in shaping consumer perceptions. Employing a mixed-methods

approach, the researchers analyzed how endorsements by well-known figures
enhance the attractiveness and credibility of beauty product advertisements.
Their findings indicated that consumers are more likely to trust products
endorsed by celebrities, as these endorsements serve as a form of social proof.
In the Nigerian beauty market, where local celebrities often play a significant
role in advertising, this study underscores the importance of testimonial
appeals that leverage the influence and image of public figures. This is
particularly relevant in blog-based advertisements, where celebrities often
appear alongside products, enhancing their visibility and appeal.

In "Emotional Appeals in Nigerian Advertising," Okpara (2012) explored the

impact of emotional appeals on consumer behavior, focusing on how these
appeals connect with cultural and emotional values unique to Nigerian
consumers. Through qualitative analysis, Okpara discovered that
advertisements tapping into themes of beauty, confidence, self-esteem, and
cultural identity resonate deeply with audiences. For beauty product
advertisements, emotional appeals often portray transformative experiences,
fostering feelings of pride and empowerment. For instance, an ad might depict
individuals who feel rejuvenated and confident after using a particular
product, making the message relatable and impactful. Okpara’s findings
provide a crucial framework for understanding how emotional narratives are
effectively utilized in blog-based advertisements, further reinforcing the
emotional bond between consumers and brands.
 xlv

Olatunji (2013), in his study "Content Analysis of Beauty Product

Advertisements in Nigerian Magazines," employed a content analysis
methodology to investigate the use of emotional and rational appeals in beauty
product advertisements. Olatunji found that advertisements frequently blend
these appeals to create a compelling narrative that speaks to consumers on
both emotional and logical levels. For example, a magazine ad might
emphasize the emotional benefits of using a moisturizer, illustrating the joy of
healthy skin, while also providing rational information about the product's
ingredients and efficacy. His research serves as a valuable comparison point
for understanding how these appeals transition from print media to digital
platforms. The findings highlight that while the medium may change, the core
strategies of effective advertising remain constant.

Kotler and Keller (2016), in their comprehensive text "Marketing

Management," provided a broad overview of marketing strategies, including
the application of various advertising appeals. Their framework emphasizes
the importance of integrating emotional, rational, and testimonial appeals
within a structured marketing strategy. The authors argue that emotional
appeals create personal connections with consumers, addressing their needs
and desires, while rational appeals provide logical justifications for
purchasing decisions. Testimonial appeals leverage endorsements from
credible sources to build trust and enhance brand reputation. In the context of
Nigerian beauty blogs, these principles are critical for analyzing how beauty
product advertisements engage consumers through a combination of
storytelling, factual information, and influencer endorsements. This multi-
faceted approach aligns with the dynamic nature of digital advertising.
 xlvi

While the studies reviewed provide valuable insights into the effectiveness of
various advertising appeals, they largely focus on traditional media and
broader marketing strategies. This study distinguishes itself by concentrating
specifically on beauty product advertisements within the context of Nigerian
blogs. This focus highlights the unique dynamics of digital advertising, where
the interplay of emotional, rational, and testimonial appeals is crucial for
engaging consumers effectively. By examining how these appeals are tailored
for the blog environment, this research addresses a significant gap in existing
literature, emphasizing the need for more targeted analysis of consumer
behavior in digital spaces. This approach not only enhances our
understanding of the advertising landscape but also offers practical
implications for marketers seeking to optimize their strategies in the evolving
realm of online platforms.

2.3 Theoretical Framework

A comprehensive understanding of how beauty product advertisements on

Nigerian blogs influence audience perception and behavior requires
grounding the analysis in well-established communication theories. This
section discusses four key theories: the Uses and Gratifications Theory, the
Social Learning Theory, and the Agenda setting therory. Each theory is first
explained in detail and then related to the specific context of this research.

2.3.1. Uses and Gratifications Theory

 xlvii

The Uses and Gratifications Theory which was developed by Elihu Katz, Jay
G. Blumler, and Michael Gurevitch in 1974 in their work, "The uses of Mass
Communication: current perspectives on gratifications research" was a
response to traditional media effects theories that viewed the audience as
passive receivers of media messages. This theory emphasizes the active role of
the audience in selecting and using media to satisfy specific needs and desires.

The key premise of the theory is that individuals are not passive consumers of
media; instead, they actively seek out media that fulfills their specific needs,
which can include information, personal identity, integration and social
interaction, and entertainment.

• Information: People use media to stay informed and educated about the
world around them.

• Personal Identity: Media helps individuals find reinforcement for their

personal values and identity.

• Integration and Social Interaction: Media provides a basis for social

interaction, helping individuals connect with others.

• Entertainment: Media serves as a source of escapism, pleasure, and

relaxation.

This theory is highly applicable to beauty product advertisements on Nigerian

blogs. Consumers actively seek out blog content that meets their needs, such
as looking for reviews and tutorials on body lotions and hair care products.
By understanding what gratifications consumers are seeking—whether it is
information about product efficacy, social interaction through comments and
 xlviii

discussions, or simply entertainment advertisers can tailor their content to

meet these needs. This ensures that the advertisements are not only seen but
also engage the audience in a meaningful way that encourages interaction and
eventual purchase decisions.

2.3.2. Social Learning Theory

Social Learning Theory was developed by Albert Bandura in 1977 in his book
"Social learning theory". The theory posits that people learn behaviors,
attitudes, and values through observing others, especially those they consider
role models. The theory is based on the idea that individuals do not learn in
isolation; rather, they are influenced by the social environment around them.

Key concepts of Social Learning Theory include:

• Observational Learning: Bandura explains that, individuals learn by

watching others, particularly those they see as similar to themselves or as role
models.

• Imitation:After observing a behavior, individuals may replicate it, especially

if they see it being rewarded.

• Identification: Individuals are more likely to adopt behaviors that align with
their own values or are modeled by people they admire.

In the context of beauty product advertisements on Nigerian blogs, Social

Learning Theory is particularly relevant in understanding how
advertisements influence consumer behavior. For example, when consumers
see ads featuring popular Nigerian celebrities or influencers using certain
beauty products, they may be more likely to imitate these behaviors and
purchase the products themselves. The effectiveness of this approach relies on
 xlix

the identification process, where consumers see themselves in the models and
aspire to achieve similar results. This theory helps explain why influencer
marketing, when integrated into advertising strategies on blogs, can
significantly impact consumer choices and brand loyalty.

2.3.3. Agenda Setting Theory

Agenda Setting Theory, initially developed by Maxwell McCombs and Donald

Shaw in their influential study "The Agenda-Setting Function of Mass
Media" (1972), explores how media coverage influences the public’s
perception of issue importance. The theory asserts that media do not tell
people what to think but rather what to think about. By focusing on certain
topics more extensively, media outlets can shape the public agenda and
prioritize issues based on their prominence and frequency of coverage.

In the context of beauty product advertisements on Nigerian blogs, Agenda

Setting Theory can be applied to understand how the prominence and
visibility of these ads affect consumer perceptions and behaviors. Blogs, as
influential digital platforms, have the capacity to shape consumer attitudes
towards beauty products by highlighting specific brands, products, or trends.
When a beauty product is frequently featured and given substantial visibility
on a blog, it can significantly influence consumer opinions and behaviors.

For instance, if a beauty blog regularly showcases a particular brand’s body

lotion with detailed reviews, engaging visuals, and endorsements, this product
gains a higher profile in the minds of readers. The repeated emphasis on this
product can lead readers to perceive it as more important or desirable
compared to other products that are less frequently highlighted. This
increased visibility can result in heightened consumer interest, discussions,
 l

and debates about the product, potentially driving higher engagement and
purchase intent.

Agenda Setting Theory suggests that the more frequently and prominently an
issue is covered, the more likely it is to become a focal point for public
discussion and opinion. In the realm of beauty products on Nigerian blogs,
this theory implies that advertisers and brands can leverage blog visibility to
set the agenda for what products are considered top-of-mind for consumers.
By ensuring that their products are consistently featured and prominently
displayed, brands can influence consumer perceptions, create buzz, and shape
trends in the beauty industry.

Overall, Agenda Setting Theory provides a valuable framework for analyzing

how the visibility and prominence of beauty product advertisements on
Nigerian blogs can impact consumer awareness, opinions, and behaviors. The
theory highlights the power of media (in this case, blogs) in shaping consumer
perceptions and setting the agenda for beauty product trends and preferences.

2.4 Summary of the Literature Review

Chapter Two has provided a comprehensive literature review and theoretical

framework for understanding the content analysis and audience perception of
beauty product advertisements on Nigerian blogs. By reviewing relevant
studies, we have highlighted the importance of digital platforms in shaping
consumer behavior and the effectiveness of various advertising strategies.
 li

From the Empirical Literature, several key insights emerged that strongly
inform the study on beauty product advertisements on Nigerian blogs:

Research highlighted the importance of various message appeals—emotional,

rational, and testimonial—in shaping consumer perceptions. For instance,
Ducoffe’s framework emphasizes the role of informativeness, entertainment,
and credibility, which aligns with the effectiveness of emotional, rational, and
testimonial appeals observed in Nigerian beauty ads.

Eze and Ozo’s study underscored the significant impact of celebrity

endorsements on consumer trust and purchasing behavior in Nigeria. This
aligns with the observed trend where Nigerian beauty blogs frequently use
celebrity endorsements to enhance product credibility and appeal.

Okpara’s research showed that emotional appeals resonate strongly with

Nigerian consumers, connecting with personal values and aspirations. This
finding is evident in how beauty product ads on blogs use emotional
narratives to engage and persuade audiences.

Belch and Belch’s discussion on integrated marketing communications

highlighted the need for consistency across platforms. This is reflected in the
way Nigerian beauty blogs align their advertising strategies with other media,
creating a cohesive brand message.

Olatunji’s content analysis of print ads provided a baseline for understanding

how emotional and rational appeals transition to digital platforms. This
transition is crucial as it shows how traditional advertising strategies adapt to
the interactive and dynamic nature of blogs.
 lii

Overall, the empirical literature reveals that effective beauty product

advertisements on Nigerian blogs leverage a mix of message appeals and
strategic approaches to engage consumers. These findings will guide the
study's analysis, emphasizing the relevance of integrating various advertising
elements to influence consumer behavior in the digital landscape.

We explored key theories such as the Elaboration Likelihood Model, Uses and
Gratifications Theory, Social Learning Theory, and Hierarchy of Effects
Model, all of which provide valuable insights into how consumers process and
respond to advertisements. These theories were discussed in detail and linked
to the context of Nigerian blogs, illustrating their relevance to our study.

Furthermore, we delved into the different types of message appeals used in

advertisements, such as emotional, rational, humorous, and celebrity
endorsements. Examples of popular body lotion and hair care products that
utilize these appeals were provided, emphasizing their impact on audience
engagement and perception. Other advertising strategies, including influencer
marketing, user-generated content, and promotional offers, were also
discussed to provide a holistic view of the advertising landscape on Nigerian
blogs.

We then identified and formulated several hypotheses related to the study,

focusing on the effectiveness of different message appeals and advertising
strategies. These hypotheses will guide the research and help in testing the
relationships between various advertising elements and consumer responses.

This chapter has laid a solid foundation for the subsequent analysis in this
research. By integrating theoretical perspectives with empirical evidence, we
have established a clear understanding of the dynamics of beauty product
 liii

advertisements on Nigerian blogs. This groundwork will be essential for

conducting a thorough content analysis and examining audience perceptions
in the following chapters.
 liv

CHAPTER THREE

RESEARCH METHODOLOGY

This chapter outlines the methodological approach adopted for the study on
the content analysis and audience perception of beauty product
advertisements on Nigerian blogs. This chapter addressed the research design,
study population, sampling procedures, data collection instruments, and the
process of data analysis. Each of these components is crucial in ensuring the
validity and reliability of the findings, and they collectively contribute to
achieving the research objectives outlined in the earlier chapters.

3.1 Research Design

A mixed-methods approach has been chosen, incorporating both quantitative

and qualitative methods. This approach ensures a comprehensive analysis by
combining statistical data with in-depth insights from the audience. The
mixed-methods approach is particularly suited for this study because it allows
for a comprehensive analysis that captures both the content and its impact on
the audience. Content analysis alone would provide valuable insights into the
advertisements themselves, but it would not reveal how these advertisements
are received by the audience. Conversely, a survey without content analysis
 lv

might miss the nuances of the advertisement strategies being employed. By

combining both methods, the study can provide a more complete picture of
the advertising landscape on Nigerian blogs.

3.2 Area of Study

The area of study for this research is Nnamdi Azikiwe University (NAU),
Awka, located in Anambra State, Nigeria. NAU is a large public university
known for its diverse student population across various faculties and
disciplines. It provides a rich academic environment, making it an ideal
location for this research on student perceptions of beauty product
advertisements on Nigerian blogs.

The university's student body consists of undergraduates from different

socioeconomic backgrounds and a wide range of academic disciplines. This
diversity enables the research to capture a broad spectrum of opinions and
engagement with online advertisements, particularly beauty product ads that
target young adults.

The research focuses on analyzing how undergraduate students at NAU

perceive and engage with beauty product advertisements, especially those
found on popular Nigerian blogs. Given the university's active online presence
and the high internet usage among its students, NAU provides an appropriate
setting for studying audience perceptions of digital advertisements in the
beauty industry.
 lvi

Additionally, the study investigates beauty product ads featured on five

Nigerian blogs That Grape Juice (TGJ), BellaNaija, Linda Ikeji, Stella
Dimoko Korkus, and Ladun Liadi blog to understand how these ads are
designed and how they resonate with the student population. By focusing on
students within this environment, the research provides insights into the
effectiveness of online beauty product advertisements among a key target
audience.

3.3 Population of Study

The study population for this research is carefully selected to ensure that the
analysis of beauty product advertisements, specifically those related to hair
products and body lotions, is both relevant and comprehensive. The
population consists of two main components: popular Nigerian blogs that
frequently feature advertisements for these products and a sample of
NnamdiAzikiwe University undergraduates, who engage with this content.

For the content analysis, the population will be drawn from a comprehensive
list of Nigerian blogs that feature beauty product advertisements. Recent
industry data indicate there are over 1,000 active blogs in Nigeria
(Grigora,2023).

From this list, a purposive sampling method will be used to select five blogs.
These blogs will be chosen based on criteria such as high traffic, extensive
engagement with advertisements, and a diverse range of beauty product
 lvii

content. This ensures that the selected blogs represent influential digital
platforms where beauty products are prominently featured and advertised.
These blogs are selected based on the following criteria:

- Popularity and Traffic: Blogs with high traffic and engagement rates are
chosen to ensure that the advertisements analyzed are widely seen by the
target audience. The popularity of a blog is often indicative of its influence
and reach, making it a crucial platform for advertisers.

- Frequency of Beauty Product Ads: The selected blogs must regularly feature
advertisements for hair products and body lotions. This ensures that the
content analysis is focused on platforms where these types of ads are
prominent, allowing for a more accurate assessment of advertising strategies
and message appeals.

- Relevance to the Target Audience: The blogs selected are those that cater
primarily to the demographics interested in beauty products, ensuring that
the advertisements are targeted at a relevant audience.

By focusing on these five blogs, the study aims to capture a representative

sample of the online advertising landscape for beauty products in Nigeria. The
analysis will cover advertisements from the past three months (June to August
2024) to ensure the research reflects current trends and strategies in digital
advertising, in alignment with the study’s submission timeline.

1. Linda Ikeji Blog

Linda Ikeji Blog is one of the most popular and influential blogs in Nigeria.
Known for its extensive coverage of Nigerian entertainment, lifestyle, and
 lviii

celebrity news, it attracts a diverse readership. The blog features regular

updates on trending topics, often sparking conversations within its large
community of readers. Active throughout June, July, and August 2024, Linda
Ikeji Blog continues to be a go-to source for Nigerians seeking the latest on
entertainment, fashion, and beauty.

2. Bellanaija

Bellanaija is a leading Nigerian lifestyle and entertainment blog, focusing on

fashion, weddings, beauty, and culture. It caters to a sophisticated audience,
particularly women interested in the latest trends and developments in these
areas. The blog provides frequent updates and covers everything from red
carpet events to interviews with beauty experts. Bellanaija has been actively
posting during June, July, and August 2024, making it an ideal source for
studying beauty product advertisements and audience interaction.

3. Stella Dimoko Korkus Blog

Stella Dimoko Korkus Blog (SDK) is an interactive platform that thrives on

user-generated content and engagement. Known for its coverage of celebrity
gossip, relationship advice, and personal narratives, SDK Blog attracts a
large, loyal readership. The blog has remained active throughout June, July,
and August 2024, consistently updating its audience with fresh content. It is
also a popular platform for beauty brands to advertise their products, making
it a relevant choice for your project.
 lix

4. Ladun Liadi Blog

Ladun Liadi Blog is another high-traffic Nigerian blog that specializes in

celebrity gossip, lifestyle content, and current affairs. With a steady flow of
posts and an engaged readership, the blog covers a wide range of topics that
resonate with its Nigerian audience. It has been actively updated during June,
July, and August 2024. The blog provides a platform where beauty products
frequently appear in the form of sponsored content, making it a significant
source for this research

5. That Grape Juice (TGJ)

It is a vibrant entertainment blog that caters to a global audience with a

strong readership in Nigeria. While it predominantly focuses on celebrity
news, music, and pop culture, the blog also features lifestyle content, including
beauty and fashion. It is known for regularly engaging its audience with
interactive posts and discussions. TGJ has been active throughout June, July,
and August 2024, frequently updating its content. As a platform that attracts
a diverse demographic, it offers visibility for beauty product advertisements,
making it a suitable site for the analysis.

To complement the content analysis, survey research was conducted to assess

the audience’s perception of these advertisements. This method involves
gathering data directly from blog readers to understand their attitudes,
preferences, and purchasing behaviors influenced by the advertisements they
encounter.
 lx

Therefore, the second component of the study population consists of Nnamdi

Azikiwe University (NAU) undergraduates who engage with the selected
Nigerian blogs. NAU has an estimated total student population of
approximately 35,000(Nnamdi Azikiwe University official website, 2023). To
determine the sample size for the survey, the Taro Yamane formula will be
used:

n= N÷1+N(e)^2

where:

n = sample size

N = total population (35,000)

e = margin of error (0.05)

Applying the formula:

n = 35,000÷1+35,000(0.5)^2

n = 35,000÷1+35,000×0.0025

n = 35,000÷35,0001×0.0025

= 35,000÷88.5

n ~ 395

Therefore, a sample size of approximately 395 undergraduates will be

targeted to ensure the results are robust and representative. This sample size
 lxi

is sufficient for capturing a broad spectrum of opinions and conducting

meaningful statistical analysis.

This sample size is determined based on:

1. Population Size: Although the readership of the selected blogs is extensive,

a sample size of 395 ensures a comprehensive capture of opinions while
remaining feasible for data collection and analysis.

2. Representativeness: This sample size provides a broad and diverse

representation of blog readers, reflecting a wide range of demographics and
preferences. It balances depth and breadth, allowing for a detailed
understanding of audience perceptions.

3. Statistical Significance: A sample size of 395 is adequate to achieve

statistically significant results, which allows for reliable generalizations about
the broader population of blog readers.

3.4. Sampling Procedure

1. Multi-Stage Sampling for Survey:

The sampling procedure for selecting survey participants from Nnamdi

Azikiwe University (NAU) involved a multi-stage sampling technique. This
method ensured the study captured a representative sample of the
undergraduate student population, encompassing various academic
backgrounds and stages of study.
 lxii

Firstly, the faculties of the survey participants was seclected. A random

selection of five faculties from the total number of twelve faculties at NAU was
made to provide diverse academic representation. The randomly selected
facilities are; Faculty of Arts, Faculty of Pharmaceutical Sciences, Faculty of
Law, Faculty of Social Sciences and Faculty of Management Sciences. This
step ensured that participants from different fields of study were included.

In the selection of departments, within each of the five selected faculties, a

proportional number of departments were randomly chosen. The
departments chosen from the selected facilities are as follows;

-Faculty of Arts: History,

-Faculty of Pharmaceutical Sciences: Pharmacology

- Faculty of Law: Public Law

- Faculty of Social sciences: Mass Communication

- Faculty of Management Sciences: Accountancy

This allowed for a wider range of academic specializations within each faculty
to be represented in the survey sample.

Next, the class was selected. Within the selected departments, a random
sample of classes or year groups was chosen to participate in the survey. This
 lxiii

selection ensured that students at various stages of their academic journey

were included, from lower-level students to final-year students.

Finally the survey was distributed using Google Forms. The survey link was
shared through various student channels such as class WhatsApp group chats.
This method ensured wide accessibility and increased the response rate.

2. Systematic Sampling for Content Analysis:

For the content analysis, a systematic sampling technique was employed to

select blog posts featuring beauty product advertisements from five popular
Nigerian blogs: TGJ (That Grape Juice), BellaNaija, Linda Ikeji, Stella
Dimoko Korkus, and Ladun Liadi blog.

- A total of 120 blog posts were analyzed over a period of three months (June,
July, and August 2024). The blog posts were selected by reviewing two blog
posts every two days of the week. This approach ensured a balanced and
consistent selection of advertisements across all the blogs.

- The content analysis focused on ads related to skincare and haircare

products, with coders examining the message appeal, product type, frequency,
and visual representation in each blog post.

This combination of multi-stage sampling for the survey and systematic

sampling for content analysis ensured that the research captured both the
 lxiv

audience’s perception of beauty product advertisements and a detailed

analysis of the ads themselves.

3.5 Instruments for Data Collection

The research employs a combination of data collection instruments to gather

comprehensive data for both the content analysis and the audience perception
survey. These instruments are carefully chosen to align with the research
objectives and ensure the accuracy and reliability of the data collected. The
data instruments for the study where research questionaire and coding sheet.

The research questionnaire is the primary tool for collecting data on audience
perceptions of beauty product advertisements. It was designed to capture
detailed insights into how respondents perceive and respond to different types
of advertisements featured on Nigerian blogs. The questionnaire will include
closed-ended questions to gather both quantitative and qualitative data. Key
areas of focus will include:

- Perceptions of Advertisement Effectiveness: Questions will assess how

effective respondents find various advertising strategies and message appeals.

- Influence on Purchase Behavior: The questionnaire will explore how

advertisements impact respondents' attitudes and purchasing decisions.

- Demographic Information: Basic demographic questions will help in

analyzing the data across different demographic groups.
 lxv

For the content analysis of beauty product advertisements on the selected

Nigerian blogs, a coding sheet will be utilized. This coding sheet will
systematically capture and categorize various elements of the advertisements
to ensure a consistent and thorough analysis. Key aspects recorded on the
coding sheet will include:

- Type of Advertisement: Identifying whether the ad is for hair products, body

lotions, or other beauty items.

- Message Appeal: Categorizing the type of message appeal used (emotional,

rational, humorous, etc.).

- Visual and Textual Elements: Recording details about the visuals and text
used in the ads.

- Frequency and Placement: Tracking how often and where advertisements

appear on the blogs.

These data collection instruments are essential for achieving the research
objectives and ensuring that the findings are robust and reliable.

3.5.1 Unit of Analysis

The unit of analysis for this research is the individual beauty product
advertisements ((for body lotions and hair care products) featured on the
selected Nigerian blogs. Each advertisement will be examined in detail to
capture its specific elements and attributes. This approach is crucial for
understanding the characteristics and effectiveness of different message
appeals used in these ads.

1. Advertisement Identification:
 lxvi

- Each advertisement will be identified and cataloged based on its publication

date, blog source, and product type. This ensures that all ads are
systematically included in the analysis.

2. Message Appeal Classification:

* Emotional Appeal: Ads that aim to evoke emotional responses, such as

happiness, nostalgia, or empathy.

* Rational Appeal: Ads that provide logical arguments or factual information

about the product’s benefits or features.

* Testimonial Appeals (Celebrity Endorsement): Ads featuring well-known

personalities endorsing the product, highlighting their influence and
credibility.

3. Visual and Textual Elements:

* Visual Elements: Analysis of visual components such as colors, images, and

layout, which may enhance the appeal of the advertisement.

* Textual Content: Examination of the text used in the advertisement,

including headlines, slogans, and descriptive content that supports the
message appeal.

4. Ad Placement:
 lxvii

* Position on Blog: Identifying where the ad is placed within the blog layout
(e.g., header, sidebar, inline) to understand its visibility and potential impact
on reader engagement.

5. Frequency and Context:

* Frequency: Counting the occurrence of each type of message appeal across

the sample of advertisements to determine which appeal is most commonly
used.

* Contextual Analysis: Assessing how the message appeal is integrated within

the context of the blog’s content and the target audience.

3.6 Measurable Variables

In this section, the key variables that will be measured in the study are
outlined. These variables are derived from the research objectives and are
essential for analyzing the data collected through content analysis and
surveys. The variables measured in the study are frequency of advertisements,
message appeal, audience perception, and advertising effectiveness.

The frequency of advertisements variable measures how often beauty product

advertisements, specifically for body lotions and hair care products, appear
on the selected Nigerian blogs. The frequency will be measured by counting
the number of advertisements per week on each blog over the three-month
period. This will be averaged to determine the frequency per month and
 lxviii

overall trends. This variable helps to identify trends in advertising, such as

whether certain times of the year see increased advertising activity. According
to Kotler and Keller, advertising frequency plays a vital role in determining
consumer recall and reinforcing the brand message (Kotler & Keller, 2016).

Message appeal, on the other hand, refers to the type of persuasive strategy
used in the advertisements. This includes emotional appeals (e.g., happiness,
fear), rational appeals (e.g., facts, statistics), and other types such as
testimonial appeals. Message appeal will be categorized and quantified based
on the content analysis coding sheet. Each advertisement will be coded
according to its primary message appeal. Belch and Belch noted that
emotional and rational appeals are critical in shaping consumer attitudes and
directly influencing their purchase behavior (Belch & Belch, 2018).

The audience perception variable captures the respondents' attitudes, beliefs,

and perceptions regarding the advertisements they encounter on blogs. This
variable will be measured through the survey questionnaire, using closed-
ended questions and responses to gauge respondents' views on the credibility,
attractiveness, and overall persuasiveness of the ads. Audience perception is
central to the study, as it directly relates to understanding how effective the
advertisements are from the perspective of the blog readers. Schiffman and
Kanuk emphasized that consumer perception of advertisements significantly
influences their attitudes toward the product, as well as their trust and loyalty
to the brand (Schiffman & Kanuk, 2014).
 lxix

Finally, advertising effectiveness is the extent to which the advertisements lead

to desired outcomes, such as increased product interest or purchase intentions
among the blog readers. The variable will be measured through survey
questions that ask respondents about their actions after seeing the
advertisements (e.g., purchasing the product, seeking more information). This
variable helps to determine whether the advertisements are achieving their
intended goals and influencing consumer behavior. According to Aaker and
Norris, effective advertising not only stimulates immediate consumer response
but also fosters long-term brand recall and loyalty (Aaker & Norris, 2012).

3.7 Pre-test of Instrument

Pre-testing is an essential in ensuring the reliability and accuracy of the

research instruments used in this study. This section outlines the procedures
for pre-testing the survey questionnaire and content analysis coding guide
ensuring that they effectively capture the intended data and produce credible
results.

Pre-testing identifies and address any issues with the questionnaire before it is
administered to the full sample. It also ensure that the questions are clear,
relevant, and capable of capturing the desired information about audience
perceptions of beauty product advertisements.

To conduct pre-testing, Pilot Testing was used. The survey questionnaire was
pre-tested with a small group of individuals (approximately 20-30
participants) who are representative of the target population. This group may
include blog readers or individuals with similar demographics.
 lxx

For content analysis, the coding guide was reviewed by the Supervisor of this
study, Mrs Dr. Uju Onuchuwku, the initial draft of this instrument was given
her to ascertain its face validity. The instrument was vetted in the line with the
research questions so as to get the desired result. The lecturer checked the
coding guide items for: blog name, date, message appeal and so on, under
each specific numerical code. Her comments and observations were used to
modify the original draft and create the final instrument.

3.8 Method of Data Collection

This study employed a combination of survey and content analysis to gather

data on beauty product advertisements on Nigerian blogs. The survey
targeted undergraduates of Nnamdi Azikiwe University, with a calculated
sample size of 395 respondents, determined using a sample size formula
appropriate for large populations. The purpose of the survey was to gather
information on students’ perceptions of beauty product advertisements and
their overall engagement with these ads.

The survey was conducted using Google Forms, an efficient method for
collecting data from a large population. The form was distributed social
media platforms commonly used by the students, such as WhatsApp. The
questionnaire included both closed-ended and Likert-scale questions, focusing
on key areas such as demographics (age, gender, level of education),
 lxxi

awareness of beauty product ads, and students’ perceptions of the

effectiveness of these ads in influencing their purchasing decisions.

A multi stage sampling method was used and the survey was conducted using
Google Forms. The survey period lasted for one weeks, during which
responses were collected, and the data was automatically stored in the Google
Forms platform for later analysis.

In addition to the survey, a content analysis of beauty product advertisements

was conducted on five popular Nigerian blogs that frequently feature ads for
skincare and hair products. Blog posts were systematically reviewed over a
period of three months (June, July, and August 2024). Posts were examined
every two days per week, leading to the review of a total of 120 blog posts (24
posts per blog).

3.9 Method of Data Analysis

The data obtained from both the survey and the content analysis were
analyzed using descriptive statistics and visualization tools to summarize the
findings and present them in a clear and understandable manner.

For the survey data, responses were downloaded from Google Forms into a
CSV format and imported into a data analysis software (such as SPSS or
 lxxii

Excel). Descriptive statistics such as frequencies, percentages, and means

were used to analyze the responses to closed-ended questions. For example,
the proportion of respondents who were aware of beauty product
advertisements was calculated, as well as the average level of agreement (on a
Likert scale) with statements about the influence of ads on purchasing
decisions. These results were then visually represented using tables which
provided a clear illustration of the distribution of responses across different
categories. This approach allowed for an easy comparison of variables like
gender and year of study with awareness and perception of advertisements.

For the content analysis, the coded data from the blog posts were also
analyzed using descriptive statistics. It categorized the advertisements based
on the predefined variables (product type, message appeal, etc.), and the
frequency of each category was calculated. For instance, the number of times
emotional versus rational appeals were used in the advertisements was
counted, and the most commonly advertised product type (skincare or
haircare) was identified. These findings were presented through statistical
tables, allowing for a straightforward comparison of the prevalence of
different advertising strategies used over the three-month period.

The visualizations and descriptive statistics generated from both the survey
and content analysis helped to identify patterns in how beauty products are
advertised on Nigerian blogs and how these ads are perceived by the student
population. This dual approach of survey and content analysis allowed the
 lxxiii

study to provide a comprehensive view of both the content and reception of

beauty product advertisements.

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS

4.1 Introduction
 lxxiv

This chapter provides a detailed analysis and interpretation of the data

collected during the research process. The aim is to systematically present the
findings in relation to the study's research questions, focusing on the content
of beauty product advertisements on Nigerian blogs and the perceptions of
Nnamdi Azikiwe University undergraduates. According to Miles and
Huberman (1994), data analysis involves "the process of systematically
searching and arranging the interview transcripts, field notes, and other
materials accumulated to increase understanding of them and enable you to
present what you have discovered to others." In line with this, the chapter
breaks down the findings into manageable sections to draw meaningful
conclusions.

4.2 Data Presentation

This section is concerned with visually and descriptively displaying the data
gathered from the study. According to Tufte (2001), "data visualization plays
a crucial role in simplifying complex information and revealing patterns that
might not be immediately obvious." Therefore, this section uses charts and
tables to present the results from the questionners sent out to undergraduates
of NAU and the results from the coding sheet used to analyze beauty product
advertisements.

4.2.1 Coding Sheet

With the aid of the coding sheet, beauty product advertisements (skincare and
hair) from 120 blog post from the 5 popular Nigerian blogs selected where
 lxxv

analyzed to discover the most common message appeal. The following tables
showcases the prominence of the appeals on each the five selected blogs for the
study.

Table 1. Linda Ikeji Blog

Product Type Message Appeal Message Appeal Message Appeal

(Rational) (Emotional) (Testimonial)

Skincare 65% 35% 0%

products

Hair products 100% 0% 0%

Table 1 above, shows that from the months June, July and August 2024, 65%
of skincare ads on Linda Ikeji Blog used the rational message appeal, 35%
used emotional message appeals, 0% used testimonial message appeals. On
the other hand, the table indicates that on the blog, hair products ads used 0%
of both emotional and testimonial appeals but a 100% of rational appeals.
This indicates that both beauty products mainly used rational message
appeals in their ads on Linda Ikeji Blog.

Table 2. Bellanaija
 lxxvi

Product type Message Message Message

appeal appeal Appeal
(Rational) (Emotional) (Testimonial)

Skincare 60% 30% 10%

products

Hair products 75% 20% 5%

Table 2, indicates that skincare products advertised on Bellanaija used 60%

of rational appeals, 30% Emotional and 10% Testimonial appeals. Hair
products on the other hand, used 75% rational appeals, 20% Emotional and
5% Testimonial appeals. This showcases that both skincare and haircare ads
prominently made use of Rational message appeals in their adverts on the
blog.

Table 3. SDK

Product type Message Appeal Message Appeal Message Appeal

(Rational) (Emotional) (Testimonial)

Skincare 45% 30% 25%

products

Hair products 80% 20% 0%

 lxxvii

Table 3 indicates that skincare products advertised on SDK blog, used

Rational appeals 45%, Emotional appeals 30% and testimonial appeals were
at 25%. While Hair products used 80% Rational appeals, 20% emotional
appeals and 0% Testimonial appeals. This proves that rational appeals are the
most commonly used message appeals used on both skincare and hair
products on ads in the SDK blog.

Table 4. Ladun Laidi Blog

Product type Message Appeal Message Appeal Message Appeal

(Rational) (Emotional) (Testimonial)

Skincare 60% 40% 0%

products

Hair products 90% 10% 0%

Table 4 clearly indicates that while skincare products advertised on Ladun

Liadi blog used 60% rational appeals, 40% Emotional appeals and 0%
testimonial appeals, Hair products used 90% rational appeals, 10% emotional
and 0% testimonial message appeals The table denotes that on this blog,
rational appeals are the most commonly used message appeals by these
products and emotional appeals, come in second place.

Table 5. TGJ
 lxxviii

Product type Message Appeal Message Appeal Message Appeal

(Rational) (Emotional) (Testimonial)

Skincare 50% 40% 10%

products

Hair products 80% 0% 20%

From table 5, we are shown that for skincare products advertised on TGJ,
50% Rational, 40% Emotional, 10% Testimonial message appeals where
used. While hair products used 80% Rational, 0% Emotional and 20%
Testimonial message appeals where used. The table indicates that the rational
message appeals was the most commonly used message appeals.

The tables showcases that in the months June, July and August 2024, the five
popular blogs purposefully selected based on various criterias as stated in
chapter 3, beauty products advertised during that period employed mainly
rational appeals. In other words, these products mainly gave information
about their products, the ingredients and benefits on adverts.

4.2.2 Questionnaire
 lxxix

Data extracted from the questionnaire will be presented, analyzed and

interpreted, to show the perception of Undergraduates of NAU of
Advertisements of beauty products on Nigerian blogs and the message appeal
they find most compelling. The extracted data would be presented using
statistical tables. First, data relating to the number of respondents would be
presented, next the demographics of the respondents would be presented
before the perception of the respondents on beauty products ads on blogs
would be presented.

Table 6. Response Rate

Frequency Percentages

Number recovered 340 86.08%

Number unrecovered 55 13.92%

Total 395 100%

Table 6 presents that the questioner had 86.08% recovered responses but
13.92% was not recovered by the researcher.

Table 7. Demographics rate

Frequency Percentages

Female 194 57.1%

 lxxx

Male 146 42.9%

Total 340 100%

Data extracted in the table above shows that 57.1% of the respondents where
female, while the male respondents where at 42.9%.

Table 8. Respondents perception of credibility of Advertisements for skincare

and hair products on the blogs they visit.

Table 8 below presents data extracted from the questionnaire to show how the
340 respondents perceive the advertisment of skincare and hair products on the
blogs they visit.

Frequency Percentages

Very Credible 85 25%

Somewhat credible 170 50%

Neutral 85 25%

Somewhat not credible 0 0%

Not credible at all 0 0%

Total 340 100%

 lxxxi

Table 8 shows that if somewhat credible and very credible options are at the
higher percentage of 75%, it indicates that the NAU undergraduates believe
in the credibility of adverts on Nigerian blogs.

Table 9. Most compelling message appeal to Respondents.

The data presented below shows the message appeals NAU undergraduates find
most compelling on beauty products advertised on blogs.

Frequency Percentages

Rational appeals 146 42.9%

Emotional appeals 97 28.6

Testimonial appeals 49 14.3

Others 49 14.3

Total 340 100%

Table 9 clearly indicates that most of the respondents find rational appeals most
compelling, since the higher percentage of 42.9% stands at rational appeals.

Table 10. Respondents likeliness to be influenced by emotional appeals

Frequency Percentages

Very likely 49 14.3%

 lxxxii

Somewhat likely 97 28.6%

Neutral 97 28.6%

Somewhat unlikely 97 28.6%

Very unlikely 0 0%

Total 340 100%

Table 10 indicates that if very likely and somewhat likely stand at a higher
percentage of 42.9, it shows that the respondents are likely to be influenced by
emotional message appeals they see on the blogs they visit.

Table 11. Respondents likeliness to be influenced by rational appeals

Frequency Percentages

Very likely 194 57.1

Somewhat likely 0 0%

Neutral 146 42.9

Somewhat unlikely 0 0%

Very unlikely 0 0%

Total 340 100%

 lxxxiii

The table above indicates that 57.1% of the respondents are very likely to be
influenced by rational message appeals, which is significantly higher that
other options.

Table 12. Respondents purchasing rates after viewing beauty products ads on
blogs.

The table below showcases data extracted from the respondents indicating if
the purchase skincare and hair products after seeing their ads on blogs.

Frequency Percentages

Yes 194 57.2%

No 146 42.9%

Total 340 100%

Table 12 indicates that 57.2% respondents have purchased beauty products as a

result of ads they saw in blogs. This percentage shows that advertising on blogs
is effective as a higher percentage of the yes option indicates that NAU
undergraduates purchase as a result of viewing ads on blogs.

4.3 Discussion of findings

 lxxxiv

1. What are the predominant message appeals used in beauty product

advertisements on Nigerian blog sites?

The analysis of beauty product advertisements on selected Nigerian blog sites

reveals that rational message appeals are the most predominant. Across the
five blogs examined—Linda Ikeji Blog, Bellanaija, SDK, Ladun Laidi Blog,
and TGJ—rational appeals consistently dominated the advertising strategies
employed for both skincare and hair products. For example, on Linda Ikeji
Blog, hair product advertisements utilized rational messages 100% of the
time, while skincare products used rational appeals 65% of the time.
Similarly, other blogs showed comparable trends, with rational appeals often
exceeding 70% in various contexts. This dominance suggests that advertisers
prioritize providing information about product benefits, ingredients, and
factual claims to attract consumers, aligning with established marketing
strategies that emphasize logical reasoning to persuade potential buyers. The
reliance on rational appeals highlights an understanding of the target
audience's preference for informative content when making purchasing
decisions, particularly in the beauty industry.

2. How do the students of NAU perceive these advertisements in terms of

effectiveness and appeal?

The students of Nnamdi Azikiwe University (NAU) exhibit a generally positive

perception of beauty product advertisements on Nigerian blogs, particularly
in terms of effectiveness and appeal. Data from the questionnaire indicates
that 75% of respondents consider the advertisements to be credible, with 25%
categorizing them as "very credible" and 50% as "somewhat credible." This
 lxxxv

high level of perceived credibility can be attributed to the informative nature

of the rational appeals featured in the advertisements. Furthermore, when
asked about the most compelling message appeal, 42.9% of students identified
rational appeals as the most effective, suggesting that they find factual and
detailed information about products to resonate strongly with their
purchasing motivations. This perception of effectiveness is crucial, as it
indicates that students not only engage with the advertisements but also feel
influenced by them, enhancing their likelihood of considering or purchasing
the advertised products.

3. What is the relationship between the content of the advertisements and

audience perception?

There exists a significant relationship between the content of beauty product

advertisements and the audience perception among NAU students. The
analysis indicates that the rational message appeals, which focus on providing
detailed product information and emphasizing benefits, correlate strongly
with positive audience perceptions. Specifically, 57.1% of respondents
reported being "very likely" to be influenced by rational appeals, which
suggests a clear connection between the informative content of the ads and the
students' likelihood to engage with the products being advertised. This
relationship underscores the importance of content in shaping perceptions;
students respond favorably to advertisements that present logical arguments
and clear benefits. Consequently, the effectiveness of these ads in influencing
consumer behavior is closely tied to their presentation of factual information,
which aligns with consumer expectations in the beauty market.
 lxxxvi

4. How do the students of NAU perceive the advertisement of beauty

products?

The overall perception of beauty product advertisements among students of

NAU is notably favorable, characterized by a sense of credibility and
persuasiveness. A significant portion of the respondents (57.2%) indicated
that they have purchased beauty products after viewing ads on blogs, which
suggests that these advertisements successfully convert interest into action.
Moreover, the data reflects that students are not only passive consumers of
these advertisements but also actively respond to them, particularly when
rational appeals are utilized. The findings reveal that students appreciate
advertisements that provide clear, rational information about product efficacy
and ingredients, demonstrating a trend where informed consumers feel more
empowered to make purchasing decisions. This indicates a broader
implication for marketers: to enhance engagement and conversion rates,
advertisements should focus on delivering comprehensive and credible
information that resonates with the audience’s need for transparency and
reliability in the beauty industry. Overall, the perception of beauty product
advertisements on Nigerian blogs among NAU students highlights a
sophisticated understanding of marketing dynamics, where credibility and
information play pivotal roles in influencing consumer behavior.

In summary, this chapter delves into the presentation and analysis of data
collected from the study focused on beauty product advertisements on
Nigerian blogs and the perceptions of Nnamdi Azikiwe University
 lxxxvii

undergraduates. The chapter emphasizes the importance of systematic data

analysis, as noted by Miles and Huberman (1994), who stated that data
analysis is about "searching and arranging... materials to increase
understanding." This systematic approach aids in revealing the prevalent
message appeals utilized in beauty product advertising.

The findings indicate that rational message appeals dominate beauty product
advertisements across five selected Nigerian blogs, including Linda Ikeji Blog
and Bellanaija. For instance, Linda Ikeji Blog showcased a striking 100% use
of rational appeals in hair product ads, while skincare ads predominantly
relied on rational messaging at 65%. This trend aligns with Tufte's (2001)
assertion that "data visualization plays a crucial role in simplifying complex
information," highlighting how the clarity of rational appeals can effectively
convey product benefits to consumers.

Quantitative analysis through questionnaires further underscores the

perceptions of undergraduates regarding these advertisements. The data
reveals that 75% of respondents found the advertisements either "very
credible" or "somewhat credible," indicating a strong belief in the
authenticity of these promotional messages. This sentiment echoes the views of
Kotler and Keller (2016), who argue that credibility in advertising is crucial
for influencing consumer behavior.
 lxxxviii

Moreover, the study identifies that 42.9% of respondents consider rational

appeals to be the most compelling, reaffirming the effectiveness of informative
advertising strategies. This finding resonates with the idea expressed by
Cialdini (2009), who posits that logical appeals can significantly enhance
persuasion by appealing to the consumer's rational decision-making
processes. The data also suggests that the likelihood of purchasing beauty
products after viewing ads on blogs is notably high, with 57.2% of
respondents affirming that they have made purchases influenced by these
advertisements.

Ultimately, the dominance of rational message appeals in beauty product

advertising reflects a strategic focus on providing consumers with factual
information and benefits. As the chapter demonstrates, this approach not only
aligns with established marketing principles but also resonates with the target
demographic of Nigerian undergraduates, who appear to appreciate and
respond positively to credible and informative advertising strategies.
 lxxxix

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.1 Summary

This study investigated the content analysis and audience perception of beauty
product advertisements on Nigerian blogs, focusing on skincare and hair care
products. The research sought to identify the dominant message appeals in
these advertisements and assess how they influenced the purchasing behaviors
of undergraduate students at Nnamdi Azikiwe University. The blogs analyzed
 xc

included Linda Ikeji Blog, BellaNaija, Stella Dimoko Korkus (SDK), Ladun
Liadi Blog, and That Grape Juice (TGJ), which represent some of Nigeria's
most popular online platforms for beauty and lifestyle content.

The literature review in provided a comprehensive exploration of existing

studies on beauty product advertisements in Nigeria, with particular emphasis
on digital platforms like blogs. It examined various message appeals—
rational, emotional, and testimonial—that are commonly used in beauty
advertisements, highlighting their effectiveness in shaping consumer behavior.
The review also discussed theoretical frameworks like the Agenda Setting
Theory and Social Learning Theory, which explain how media, especially
blogs, influence public perception and behavior. Through empirical and
theoretical analysis, the chapter laid a foundation for understanding how
beauty product advertisements engage audiences and drive purchasing
decisions, emphasizing the relevance of blogs as a significant advertising
medium in Nigeria.

Content analysis of the blog posts revealed that rational appeals were the most
prevalent in beauty product advertisements, especially for both body lotion
and hair care products. These advertisements frequently presented factual
information, including product benefits, ingredient effectiveness, and
scientific claims. Emotional appeals, though less common, were more
prevalent in skincare product advertisements, focusing on themes of self-
confidence, beauty, and personal care. Overall, rational appeals dominated
 xci

the content, suggesting that consumers value information-based messaging

when making purchasing decisions.

The audience perception survey supported these findings, indicating that

rational appeals were the most common type of message appeal encountered
by respondents. Most students reported that the factual information provided
in the advertisements influenced their purchasing behaviors, particularly in
skincare and hair care product selections. Emotional appeals also played a
role, particularly in skincare products, where personal transformation and
emotional well-being were emphasized. Testimonial appeals, featuring
endorsements by celebrities and influencers, further enhanced the credibility
of the products, particularly among younger consumers who value the
opinions of public figures in beauty-related matters.

5.2 Conclusion

This study concludes that rational appeals are the most effective and widely
used strategy in beauty product advertisements on Nigerian blogs. Advertisers
focus on delivering clear, logical information about the efficacy of their
products, emphasizing product features, ingredients, and scientifically backed
benefits. Rational appeals resonate strongly with consumers, particularly
those seeking practical solutions for their skin and hair care needs. Both the
content analysis and audience survey indicated that rational messaging plays
a significant role in influencing purchasing decisions, making it a vital
component of successful beauty product advertisements.
 xcii

Emotional appeals, although less frequent, were particularly effective in

skincare advertisements. These appeals, which focused on promoting self-
confidence, beauty enhancement, and emotional well-being, resonated with
consumers who viewed beauty products as tools for personal transformation.
Skincare ads benefited from this connection, creating stronger emotional ties
with their audience.

Testimonial appeals, leveraging endorsements from influencers and

celebrities, also contributed to building trust among consumers. These appeals
helped increase product visibility and credibility, particularly among younger
demographics who value public endorsements in their decision-making
process.

In summary, the study highlights the dominance of rational appeals in beauty

product advertisements, while acknowledging the complementary role that
emotional and testimonial appeals play in fostering consumer engagement and
brand loyalty. For advertisers on Nigerian blogs, providing a balanced mix of
factual information and emotional connection is key to maximizing the impact
of their campaigns.

5.3 Recommendations
 xciii

Based on the study's findings, the following recommendations are made to

improve the effectiveness of beauty product advertisements on Nigerian blogs:

1. Emphasize Rational Appeals Across Product Types: Since rational appeals

were found to be the most effective, advertisers should continue to prioritize
clear communication of product benefits, scientific backing, and ingredient
details in their messaging. Both body lotion and hair care products should
focus on conveying practical information that helps consumers make
informed decisions. This will maintain consumer trust and encourage brand
loyalty.

2. Expand Emotional Appeals for Skincare Products: Emotional appeals have

shown to be particularly effective in skincare ads, focusing on themes of self-
confidence, transformation, and personal care. Advertisers should develop
campaigns that speak directly to consumers' desires for emotional fulfillment
and self-enhancement. By creating emotionally compelling narratives, brands
can strengthen their connection with their audience, particularly women who
associate skincare products with personal well-being.

3. Strategically Use Testimonial Appeals: Endorsements by influencers and

celebrities have proven effective in increasing credibility and trust.
Advertisers should continue to collaborate with trusted public figures who
resonate with their target audience. To enhance authenticity, real customer
testimonials could also be incorporated alongside celebrity endorsements to
 xciv

create a balanced appeal. This dual strategy can build a deeper level of trust
and reliability in the product.

4. Segment Advertising Based on Audience Demographics: Advertisers should

segment their audience based on product type and consumer preferences. For
example, while rational appeals should dominate hair care product
advertisements, emotional appeals can be more prominent in skincare ads
targeting women seeking self-enhancement. Audience segmentation will allow
for more personalized messaging, increasing the likelihood of resonating with
different consumer groups.

5. Incorporate Interactive Advertising Strategies: Interactive elements such as

video tutorials, product demonstrations, and user-generated content can
enhance engagement on blog platforms. These formats give consumers a more
immersive experience and a closer look at the product’s practical benefits.
Incorporating quizzes, polls, or personalized content can further engage
readers and strengthen the brand-consumer relationship.

5.4 Suggestions for Future Studies

Future research should extend beyond beauty product advertisements and

examine how other consumer goods, such as fashion and electronics, use
different advertising strategies on Nigerian blogs. Additionally, cross-platform
analysis combining blogs with social media platforms like Instagram,
 xcv

Facebook, and YouTube could provide deeper insights into multi-channel

digital marketing strategies and their effect on consumer behavior.

Studies should also focus on demographic-specific responses to various

message appeals. For example, understanding how different age groups or
income levels respond to rational, emotional, and testimonial appeals could
help advertisers develop more tailored campaigns. Moreover, longitudinal
studies investigating how message appeals influence long-term brand loyalty
would provide valuable insights into consumer behavior over time.

Lastly, future research should explore the role of emerging digital marketing
technologies, such as artificial intelligence (AI), in shaping consumer
experiences. Personalized AI-driven ads could potentially transform how
beauty products are marketed on digital platforms, and their effectiveness
should be studied in the context of Nigerian consumers.

5.5 Limitations of the Study

This study faced several limitations that should be addressed in future

research. First, the content analysis was limited to a three-month period (June
to August 2024), which may not fully capture seasonal or long-term trends in
beauty product advertising. Extending the analysis over a longer period would
provide a more comprehensive view of advertising strategies and consumer
engagement.
 xcvi

Additionally, the study focused on five specific blogs, which, while popular,
may not represent the full range of beauty product advertisements in the
Nigerian blogosphere. Other blogs with different demographics, niches, or
lower traffic were not included, potentially limiting the generalizability of the
findings.

Furthermore, the audience perception survey was restricted to undergraduate

students at Nnamdi Azikiwe University. While this sample provided valuable
insights, it may not reflect the views of the broader Nigerian consumer base.
Future studies should include a wider demographic range, encompassing
various age groups, income levels, and geographic regions, to increase the
generalizability of the results.
 xcvii

REFERENCES

1. Katz, E., Blumler, J. G., & Gurevitch, M. (1974). The uses of mass
communication: Current perspectives on gratifications research. SAGE
Publications.

2. Cialdini, R. B. (2009). Influence: The psychology of persuasion (Rev. ed.).

Harper Business.

3. Ducoffe, R. H. (1996). Advertising value and advertising on the Web.

Journal of Advertising Research, 36(5), 21–35.

4. Belch, G. E., & Belch, M. A. (2003). Advertising and promotion: An

integrated marketing communications perspective (5th ed.). McGraw-Hill.

5. Aaker, D. A., & Norris, D. (2012). Brand relevance: Making competitors

irrelevant. John Wiley & Sons.
 xcviii

6. Okpara, C. (2012). Emotional appeals in Nigerian advertising. African

Journal of Marketing, 8(3), 112–125.

7. Olatunji, B. (2013). Content analysis of beauty product advertisements in

Nigerian magazines. Journal of Marketing and Consumer Research, 5(1), 33–
44.

8. Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.).

Pearson.

9. Eze, S. (2022). Beauty product advertisements and Nigerian consumer

behavior. African Marketing Journal, 13(1), 45–60.

10. Ajibade, T. (2021). Blog-based advertising in Nigeria: A review of beauty

product advertisements. Journal of Digital Marketing, 9(2), 101–112.

11. Bello, O. (2021). The impact of influencer marketing on beauty products in

Nigeria. Journal of Consumer Research, 14(3), 234–245.

12. Salami, T. (2021). How digital platforms are transforming beauty advertising
in Nigeria. Digital Marketing Quarterly, 11(4), 98–109.
 xcix

13. Adebayo, F. (2020). The rise of natural hair movement in Nigeria. Beauty
Culture Press.

14. Oguibe, T. (2020). Colonial beauty advertisements in Nigeria. Nigerian

History Review, 7(1), 45–67.

15. Grigora, A. (2023). Blogging trends and advertising in Nigeria. Journal of

Digital Media, 12(3), 23–30.

16. Nigerian Communications Commission. (2023). Internet penetration in

Nigeria: A report on mobile and internet access. NCC Publications. Retrieved
from https://www.ncc.gov.ng

17. Google. (n.d.). Google Forms: Create and analyze surveys. Retrieved from
https://www.google.com/forms/about/

18. IBM Corp. (n.d.). IBM SPSS Statistics. Retrieved from

https://www.ibm.com/products/spss-statistics
 c

19. Microsoft. (n.d.). Microsoft Excel. Retrieved from

https://www.microsoft.com/en-us/microsoft-365/excel

20. BellaNaija. (n.d.). Beauty and lifestyle content. Retrieved from

https://www.bellanaija.com

21. Linda Ikeji Blog. (n.d.). Entertainment, gossip, and lifestyle news. Retrieved
from https://www.lindaikejisblog.com

22. Stella Dimoko Korkus Blog. (n.d.). Celebrity news and lifestyle. Retrieved
from https://www.stelladimokokorkus.com

23. Ladun Liadi Blog. (n.d.). Nigerian celebrity news and current events.
Retrieved from https://www.ladunliadinews.com

24. That Grape Juice. (n.d.). Celebrity news and pop culture. Retrieved from
https://www.thatgrapejuice.net

25. Naijaloaded. (n.d.). Entertainment and music news. Retrieved from

https://www.naijaloaded.com.ng
 ci

26. Cantu Nigeria. (2020). Blog-based advertising campaign for Cantu natural
hair care products. Retrieved from https://www.cantu.com.ng

27. Dudu Osun. (2019). Celebrating African beauty with natural ingredients.
Retrieved from https://www.duduosun.com.ng

28. Nivea Nigeria. (2022). Self-love empowerment campaign. Retrieved from

https://www.nivea.com.ng

29. Hairfinity Nigeria. (2023). Influencer marketing and product showcases.

Retrieved from https://www.hairfinitynigeria.com

30. Palmers Nigeria. (2022). Promotional campaigns and giveaways for skincare
products. Retrieved from https://www.palmers.ng

APPENDIX I

RESEARCH QUESTIONNAIRE
 cii

Dear Respondent,

I am a 400L student of Mass Communication Department, Nnamdi Azikiwe

University, Awka. I am conducting a researh on "AUDIENCE PERCEPTION
OF BEAUTY PRODUCTS ADVERTISEMENTS ON BLOG SITES" I
humbly solicit your support in answering the following questions to the best of
your knowledge and I assure you that all information supplies will be treated
with confidentiality and it will only be used for this research. Thank You for
your cooperation.

Yours faithfully,

Ekam, Divine.
 ciii

APPENDIX II

1. Demographic Information

1.1. Age:

- [ ] 18-21

- [ ] 22-25

- [ ] 26-29

- [ ] 30 and above

1.2. Gender:

- [ ] Male

- [ ] Female

1.3. Education Level:

- [ ] Undergraduate (100 level)

- [ ] Undergraduate (200 level)

 civ

- [ ] Undergraduate (300 level)

- [ ] Undergraduate (400 level)

1.4. Frequency of Blog Visits:

- [ ] Daily

- [ ] Weekly

- [ ] Monthly

- [ ] Rarely

2. Perception of Advertisements

2.1. How credible do you find the advertisements for body lotion and hair care
products on the blogs you visit?

- [ ] Very credible

- [ ] Somewhat credible

- [ ] Neutral

- [ ] Somewhat not credible

- [ ] Not credible at all

 cv

2.2. How attractive do you find the visual elements (e.g., images, colors) of
these advertisements?

- [ ] Very attractive

- [ ] Somewhat attractive

- [ ] Neutral

- [ ] Somewhat unattractive

- [ ] Not attractive at all

2.3. How persuasive do you find the textual content (e.g., headlines,
descriptions) of these advertisements?

- [ ] Very persuasive

- [ ] Somewhat persuasive

- [ ] Neutral

- [ ] Somewhat unpersuasive

- [ ] Not persuasive at all

3. Message Appeal

3.1. Which type of message appeal in advertisements do you find most

compelling?

- [ ] Emotional appeal
 cvi

- [ ] Rational appeal

- [ ] Testimonial appeals (celebrity endorsements)

- [ ] Other (Please specify): __________

3.2. How likely are you to be influenced by emotional appeals in

advertisements for beauty products?

- [ ] Very likely

- [ ] Somewhat likely

- [ ] Neutral

- [ ] Somewhat unlikely

- [ ] Very unlikely

3.3. How likely are you to be influenced by rational appeals (e.g., product
benefits, factual information) in advertisements for beauty products?

- [ ] Very likely

- [ ] Somewhat likely

- [ ] Neutral

- [ ] Somewhat unlikely

- [ ] Very unlikely
 cvii

4. Advertising Effectiveness

4.1. Have you ever purchased a beauty product as a result of seeing an

advertisement on a blog?

- [ ] Yes

- [ ] No

4.2. How often do advertisements on blogs increase your interest in beauty

products?

- [ ] Always

- [ ] Often

- [ ] Sometimes

- [ ] Rarely

- [ ] Never

4.3. To what extent do you think advertisements on blogs influence your

purchasing decisions for beauty products?

- [ ] A great extent

- [ ] A moderate extent

- [ ] A little extent

- [ ] Not at all
 cviii

APPENDIX III

Coding Guide and Coding Sheet for Content Analysis of Beauty Product
Advertisements
 cix

Research Objective:

The primary objective is to identify the most frequently used message appeal
(rational and emotional) in beauty product advertisements for hair care and
body lotions on selected Nigerian blogs. Each advertisement will be analyzed
using predefined categories based on key elements such as message appeal,
product type, and target audience.

Unit of Analysis:

Individual beauty product advertisements (for body lotions and hair care
products) posted on Nigerian blogs over the past year.

Coding Scheme Guide

1. Blog Source:

- Which blog did the advertisement appear on?

- Code:

- 1 = Linda ikeji blog

- 2 = BellaNaija

- 3 = SDK

- 4 = Ladun liadi blog

- 5 = TGJ

2. Date of Advertisement:
 cx

- When was the advertisement posted?

Code

- 1 = June 2024

- 2 = July 2024

- 3 = August 2024

3. Product Type:

- What type of product is being advertised?

- Code:

- 1 = Body lotion

- 2 = Hair care product

4. Message Appeal:

- What type of message appeal is primarily used in the advertisement?

- Code:

- 1 = Rational (focuses on product features, benefits, and logical arguments)

- 2 = Emotional (focuses on emotions such as happiness, confidence, or fear of

missing out)

- 3 = Testimonial Appeals (eg celebrity endorsements)

 cxi

- 4 = Other (Social -cultural appeals)

5. Visual Elements:

- What type of visual content is dominant in the advertisement?

- Code:

- 1 = Product image (emphasis on showing the product itself)

- 2 = Model (people, models, or influencers using or posing with the product)

- 3 = Before-and-after images (showing transformations)

6. Textual Appeal:

- How is the text structured in the ad?

- Code:

- 1 = Descriptive (provides details about the product’s benefits, ingredients,

etc.)

- 2 = Persuasive (compels the reader to take action or make a purchase)

- 3 = Testimonial (includes customer reviews or endorsements)

7. Call-to-Action (CTA):

- Is there a call-to-action (CTA) present in the ad?

 cxii

- Code:

- 0 = No CTA

- 1 = Yes, CTA (e.g., “Buy now,” “Shop here,” “Learn more”)

8. Target Audience:

- Who is the advertisement aimed at?

- Code:

- 1 = General (no specific target audience)

- 2 = Women

- 3 = Men

- 4 = Youth (teens and young adults)

- 5 = Older adults (40+)

9. Frequency of Appearance:

- How many times has the advertisement appeared within the past month?

- Code:

- 1 = Once

- 2 = Twice

- 3 = More than twice

 cxiii

INCLUDE SERIAL NUMBER ON THE SPREADSHEET

CODING SHEET

Blog Source

Date of Ad

Product type

Message Appeal

Visual Elements

Textual Appeal

Call to Action

Target Audience

Frequency of Appearance
cxiv
cxv
cxvi
cxvii
cxviii
cxix
cxx
cxxi
cxxii
cxxiii
cxxiv
cxxv
cxxvi
cxxvii
cxxviii
cxxix
cxxx
cxxxi
cxxxii
cxxxiii
cxxxiv