CONSUMER TRUST AND ATTITUDES TOWARD NIVEA TELEVISION ADVERTISEMENTS: THE ROLE OF PERCEIVED CREDIBILITY, APPEAL, AND PURCHASING BEHAVIOR

Abstract

This study investigates consumer attitude and trust toward NIVEA’s television advertisement 
campaigns, focusing on how emotional appeal, message clarity, and perceived authenticity influence 
brand perception and purchasing behavior. Despite NIVEA’s global brand recognition, uncertainties 
persist regarding the effectiveness of its TV campaigns in fostering consumer trust and driving 
purchase intent. The research explores Consumer Attitudes and Trust toward Television 
Advertisement Campaigns, testing hypotheses through a quantitative approach. Data were collected 
from 900 respondents via an online survey, examining demographic factors, trust levels, and 
advertisement perceptions. Statistical methods such as correlation, regression, and descriptive 
analysis were applied to identify relationships between variables and to predict and explain how 
independent variables affect the dependent variable. The findings reveal minimal associations 
between demographic characteristics and consumer responses, with most correlation coefficients near 
zero and p-values exceeding 0.05 for key variables like age (p = 0.113), gender (p = 0.551), and trust 
in ads (p = 0.217). An adjusted R-squared value of 0.039 indicates that only 3.9% of the variance in 
consumer trust can be attributed to perceived ad credibility. The results suggest that demographic 
targeting alone is insufficient for shaping consumer attitudes toward NIVEA’s TV campaigns. 
Instead, enhancing ad content through emotional appeal, trust-building narratives, and authentic 
storytelling is crucial. The study highlights the importance of broader advertising strategies aimed at 
fostering trust and boosting consumer engagement beyond demographic considerations.