SOCIAL MEDIA ADVERTISING AND GEN Z CONSUMER CHOICES IN PORT HARCOURT; AN ANALYSIS

Abstract

Businesses now reach their target audience in whole new ways, thanks to the proliferation of social media platforms. Gen Z are leading the charge in using these platforms, making them an important platform globally. Businesses that want to succeed in an ever-changing industry must, therefore, comprehend how social media ads affect their customers' tastes. Members of Generation Z (those born between the years 1997 and 2012) have grown up in an era defined by ubiquitous social media and continual online contact. They grew up with computers and the internet, so they're experts at using and navigating these tools. These younger generations get the majority of their news, entertainment, and social media via social media platforms. With the reduction in effectiveness and reach of traditional advertising platforms, the advertising landscape has undergone substantial changes over the past decade. Social media advertising, on the other hand, has grown in popularity as a means for brands to communicate with younger consumers in a more engaging and personalized way. Social media sites like Facebook, Instagram, Twitter, Snapchat, and TikTok are now staples in the marketing arsenals of companies that want to reach the younger generations. Located in southern Nigeria, Rivers State is home to a large Gen Z consumer population, making it an interesting and varied market. The fast adoption of social media platforms can be attributed to the state's booming economy and the proliferation of both the internet and smartphones. So, it is no surprise that companies in Rivers State are interested in studying how social media ads might sway the tastes and spending habits of the state's youth. Nevertheless, further empirical study is required to fully comprehend the effect of social media advertising on the purchasing habits of Gen Z in Rivers State, despite the fact that this form of advertising is becoming increasingly important. To address this knowledge gap, this study will investigate the following: how often and on what platforms Gen Z in Rivers State see social media ads; what kinds of ads resonate most with these age groups; how these ads affect Gen Z in the region's perception of brands; how influencer marketing and user-generated content shape consumers' preferences; and lastly, how these ads affect Gen Z's choice and intent to buy and actual purchase behaviour. Businesses, marketers, and advertisers in Port Harcourt can ultimately benefit from this study's findings by better understanding how to engage millennial and Gen Z consumers through social media advertising. Better focused advertising strategies that encourage brand growth and long-term consumer interactions can be achieved by gaining a better understanding of how social media influences the choices and actions of these younger generations.