Influence of Social Media Advertising on Students’ Choice of Products in Eket in Nigeria

Abstract

This study investigated the influence of social media advertising on students’ choice of products in Eket, Nigeria. With the proliferation of digital technologies and widespread use of social media platforms among young people, advertising through these channels has become a powerful force shaping consumer preferences and purchasing decisions. The research examines how exposure to product promotions on platforms such as Instagram, Facebook, TikTok, and WhatsApp affects the product choices of students in tertiary institutions within Eket. The study adopted a survey research design because it enabled the researchers to generate data from a large population within a relatively short period. The population of the study comprised of students residing in Eket. From the population, a sample size of 399 residents was determined using Taro Yamane’s formula at a 5 per cent margin of error. A structured questionnaire was administered to students and the study assesses the extent of social media usage, the types of advertisements encountered, and the degree to which these ads influence students’ preferences and buying behavior. Findings revealed that the predominant emotional marketing strategies employed by social media advertising which affect students' choice of products in Eket is Social belonging and peer acceptance. This suggests that while students may still be influenced via their social belonging and peer acceptance deployed by social media advertising of certain products, many students may still affirm that happiness and pleasure as an emotional marketing strategy, has a great deal of influence on their choice of products in Eket. The study also identified moderating variables, including peer influence, socio-economic status, and frequency of social media engagement, which further shape consumption patterns. While social media advertising offers opportunities for brands to connect with young consumers more effectively, concerns such as impulsive buying and the promotion of non-essential products emerge as key issues. The study contributed to marketing communication literature by highlighting the growing role of digital advertising in consumer decision-making among youth in urban Nigerian contexts and offers practical insights for marketers seeking to optimize social media strategies for student markets.