When the Digital Media do the Magic of Effective Advertising of Health Supplements in Owerri Metropolis

Abstract

Today, people depend on the digital media in order to get information that will make them stay healthy. The digital media have become indispensable in the field of advertising and health because of its numerous benefits. This study investigated the effectiveness of digital media platforms in advertising of health supplements in Owerri metropolis. The elaboration likelihood model was adopted as the theoretical foundation. The survey research approach was used. The study had a population of 555,500 from which 384 was derived as the sample size using Wimmer and Dominick online sample size calculator. The multistage sampling technique was used. Questionnaire served as the instrument for data collection and the simple percentage was used for the data analysis. Findings revealed that 69.3% of the respondents confirmed that advertisements of supplements on digital media platforms promote sales of health supplement products among consumers. It was also revealed that at an average of 66.3% respondents confirmed that digital media have been effective in the advertisement of health supplements in Owerri metropolis. Further findings revealed that many of the respondents 111 (31.2%), were of the view that societal ideologies stand tall as challenges that hinder the acceptance and patronage of these supplements in Owerri metropolis despite the digital media advertisement. It was recommended that advertisers should not stop being creative in their advertising outings on the digital media so as to keep influencing consumers positively and to maintain its effectiveness in the promotion of health supplement products.