Communication Arts Female Students Perception and Their Purchasing Behavior of Human Hair Extensions

Oyokunyi Otu Ita PhD; Daniel Bassey Onobo

doi:10.56201/ijmcs.v10.no3.2026.pg209.222

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Communication Arts Female Students Perception and Their Purchasing Behavior of Human Hair Extensions

Oyokunyi Otu Ita PhD, Daniel Bassey Onobo

Abstract

This study investigates the communication arts female students' perception and purchasing behavior of human hair extensions. The study adopted a survey method with the questionnaire as the instrument of data gathering. The population of the study was the entire Female Communication Arts Students which was tentatively put at 689 approximately. (This is however subject to verification.) This study is considered as a scoping study and therefore a sample size of 80 female students were purposively drawn from two levels (third and final year in the regular programme in the department on the basis of availability and willingness to participate in the study. However, data was analyzed from 72 students who participated using WhatsApp’s platform. The study was anchored on two theories namely: consumer behaviour theory and the perception theory. The study found that social media recommendations and online reviews are the primary drivers of purchasing decisions, with 70% of participants relying on influencer endorsements and 60% trusting online reviews. Quality, durability, and affordability were identified as the key factors considered when purchasing hair extensions. The study also revealed that female students prioritize hair extensions that match their natural hair texture and color. It is recommended that hair manufacturers and marketers must develop strong and aggressive social media policy to effectively engage with the female student demographic. The results highlight the importance of social media in shaping perception and purchasing behavior, emphasizing the need for brands to prioritize social media marketing strategies to remain competitive in the market.

References

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Communication Arts Female Students Perception and Their Purchasing Behavior of Human Hair Extensions

Abstract

References

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