Public Perception of Social Media Advertising as a Strategy for Enhancing ProductAcceptability in Nigeria (Study of Residents of Enugu Metropolis)

Abstract

This study examined public perception of social media advertising strategy as a promotional tool in enhancing product acceptability in Nigeria. Residents of Enugu metropolis were used to give the study empirical base. The study therefore ascertained through quantitative evidence the usage rate of social media among residents of Enugu metropolis; whether they make efficient use of social media in their product advertising activities as well as the effectiveness of social media advertising in enhancing product acceptability among the residents. Survey research methodological approach was used in conducting the study. A total of 400 respondents were sampled from the population of residents of the metropolis using the Taro Yamane formula at 5% error margin. The study adopted cluster sampling technique. Data were collected using the questionnaire. Analysis of the data collected was done using simple percentage distribution table. The hypotheses propounded for the study were tested using the chi-square statistical formula. The findings of the study showed that social media advertising is very effective in enhancing product acceptability among residents of Enugu metropolis. The study therefore recommended among others that for effective use of social media for product sales, companies on social media should apply certain elements, such as regular communication of content created by influencers, content created by users, direct order form/personal contacts. They do have positive impact on sales promotion.