An Exploration Of Consumer Perception Of Social Media Advertising Strategies Of Dove Beauty Products In Ghana

Abstract

This study explored consumer perceptions of Dove's social media advertising strategies in Ghana. Employing a quantitative descriptive survey design, data were collected from 250 Ghanaian consumers through a structured online questionnaire administered via Google Forms. The study adopted a two-phase approach involving content analysis of Dove's social media platforms followed by primary data collection measuring consumer perceptions across five dimensions: product-centred appeal, hashtag and interactivity, cultural Localisation, sustainability and ethics, and message tone and visual style. Results revealed significant strengths and weaknesses in Dove's social media advertising approach. Consumers rated product-centred appeal (M = 4.43-4.46) and message tone and visual style (M = 4.30-4.60) highly, demonstrating effective communication of product benefits and professional visual execution. Purchase intention was strong (M = 4.69), indicating commercial effectiveness. However, critical weaknesses emerged in cultural Localisation (M = 1.66-2.76) and sustainability communication (M = 1.73-2.73), with consumers perceiving limited reflection of Ghanaian culture and minimal awareness of environmental initiatives. Hashtag effectiveness was particularly weak (M = 2.60). Platform analysis showed strategy differentiation, with visual platforms (TikTok, Instagram) emphasizing aesthetics while YouTube focused on product demonstrations. Overall advertising effectiveness received moderate ratings (M = 3.89), though competitive positioning was weak (M = 2.37). The findings suggest that while Dove excels in visual presentation and product communication, significant improvements are needed in cultural adaptation, sustainability messaging and interactive engagement to enhance market differentiation and foster deeper consumer connections in Ghana. The study recommends that Dove Ghana should incorporate local cultural elements, Ghanaian models, and language into social media content to enhance cultural relevance and implement two-way communication strategies to foster deeper consumer engagement. Keywords: social media advertising, consumer perception, Dove, Ghana, cultural Localisation, beauty products, advertising effectiveness