INFLUENCE OF SOCIAL MEDIA ADVERTISING ON THE PURCHASE OF SACHET GARRI BY RESIDENTS OF RIVERS STATE

Authors

  • Ihuoma, Ugochi Chukwuka
  • Njoku, Christopher Justice Ph.D.

Abstract

The study investigated influence of social media advertising on purchase of sachet garri by residents of Rivers State. The objectives of the study were to: identify the dominant social media platforms used for advertising satchel garri; out the level awareness of satchel garri advertised on social media by Rivers State residents and determine the purchase appeal of social media advertised satchel garri among Rivers State residents. The study was anchored on diffusion of Innovation as well as Technological determinism theories, It adopted survey resign with a total population of 7,476.800 using Yaro Yamane sample sue determination table to arrive at 400. The study employed multi-stage sampling techniques and used questionnaire as the instrument of data collection. The results of the study showed that Facebook. Twitter. YouTuhe and WhatsApp were the dominant social media used in the advertising satchet garri: level of awareness of satchel garri advertised on social media among Rivers State residents is very high and drama, dance and songs used during the advertisement of satchel garri contribute to what appeal the consumer to purchase satchel garri. The study recommended that: Rivers State residents should continue to increase exposure to social media advertising of satchet garri and Rivers.

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Published

2024-02-14

How to Cite

Chukwuka , I. U. ., & Christopher Justice Ph.D., N. . (2024). INFLUENCE OF SOCIAL MEDIA ADVERTISING ON THE PURCHASE OF SACHET GARRI BY RESIDENTS OF RIVERS STATE. BW Academic Journal, 14. Retrieved from https://bwjournal.org/index.php/bsjournal/article/view/1749