Veritatis Gaudium: Multidisciplinary Journal of Postgraduate Studies

The fast-moving consumer goods (FMCG) sector in Nigeria has increasingly adopted video advertising as a strategic tool for brand engagement and sales generation. However, the specific advertising appeals that resonate with Nigerian consumers and the extent to which brand engagement translates into sales performance remain underexplored. This study investigates three critical dimensions of video advertising effectiveness: the types of advertising appeals that resonate with consumers, the influence of video advertisements on purchase decisions, and whether brand engagement translates to sales performance. Focusing on Pepsi's “Big Big Tinz” campaign featuring Pheelz and Indomie's reinvented “Mama Do Good” campaign, the research draws on survey data from 1,097 consumers across six commercial hubs in South-West Nigeria. The findings reveal that emotional and culturally resonant appeals significantly outperform functional and celebrity-driven appeals in generating consumer engagement and purchase intention. Indomie's family-oriented, emotionally driven content recorded higher purchase likelihood and stronger engagement-to-sales translation compared to Pepsi's celebrity- and entertainment-focused advertisement. Regression analysis confirmed that brand engagement significantly predicts sales performance for both brands, with Indomie demonstrating substantially stronger predictive power (R² = 42.4%) compared to Pepsi (R² = 28.7%). The study concludes that engagement functions as a critical mediating mechanism between advertising exposure and purchase behaviour, and that culturally grounded emotional appeals are most effective in the Nigerian FMCG context.

Open Full Text (PDF)